Issue Cognitive friction, not discount depth, decides which promotions work

Summary

This issue concerns what really determines whether a promotion succeeds. Capgemini argues that shoppers look for the smallest mental effort as well as the biggest saving. Offers that are transparent and carry no conditions tend to produce stronger engagement and higher conversion. Personalized coupons and multi-buy deals rank lower not because they deliver less value but because they demand thought or make the shopper wait. For retailers, the design of a deal therefore matters as much as its depth.