Small shops avoid deep discounts

Merchants find price cuts either don’t work or hurt profits

Posted: December 3, 2017 at 2:15 a.m.

Designer Peter Manning, left, and Jeff Hansen, CEO of Peter Manning, pose for a photo in the Peter Manning showroom in New York, last month. The retailer doesn’t do huge markdowns to attract customers.

When Mark Aselstine started online wine retailer Uncorked Ventures, he thought he should offer discounts -- so he gave 30 percent off to people buying wine baskets or subscriptions for monthly deliveries. But as he analyzed the sales, he didn't sense that the deal helped -- and suspected that people who wanted top-of-the-line wine were actually turned off by it.

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