Between the Brexit fallout, the cost of living crunch, rising inflation and now Trump’s tariffs stirring things up, it’s fair to say eCommerce has had a rough ride lately.

With customers’ wallets under pressure it’s no surprise that they’re hunting for bargains, but for brands like you, constantly cutting prices just isn’t sustainable nor is it the smartest thing to do.

And here’s the thing – you don’t have to do it, there is another way.

Because while you might not be able to beat the likes of Amazon or Shein on price or scale, your brand does have something else – it can add value.

This series is for the eCommerce brands who know they can’t – and shouldn’t – try to win on price alone. In this first post, we’ll outline what value really means and share a top-line look at the ways brands can deliver value, even when they’re not the cheapest on the shelf.

Welcome to the new series: Beyond bargains – how to grow loyalty, trust and sales without going cheap.

The discount dilemma 

Discounting is tempting. It’s fast, it drives sales and it gives you that little dopamine hit when the orders start rolling in. But over time it can quietly chip away at your brand.

You’ll already know that some of the world’s biggest names never discount: Louis Vuitton and Apple are famous for it. Canada Goose only recently removed its “we never go on sale” language on its website (more on language and framing later).

Why? Because they trade on exclusivity and discounting doesn’t fit their brand’s narrative or strategy. These brands know their value and they stick to it. 

For newer or growing brands, it can be a really tricky balance; cutting prices can feel like an easy way to win new customers – and sometimes it is. But there’s a catch…if you lead with discounts, don’t be surprised if that’s what people come to expect from you. 

Define what value is 

If value isn’t just about price anymore…then what is it about?

Value goes way beyond saving a few pounds. People are looking for brands which ‘get’ them – ones which make their lives easier, align with their values and offer something which feels a bit more special. And let’s not forget more shoppers are increasingly inclined to purchase better quality goods – the “buy well, buy once” approach especially with sustainability being much higher on people’s agenda.

Yes, they’ll still care about cost but many are happy to pay more for things like convenience, sustainability, exclusivity or simply a better experience.

So instead of asking “how low can we go”, maybe the real question should be, “how can we offer more?”

Here’s where to start:

Offering more through

…sustainability

According to PwC UK consumers say they are willing to spend 9.7% more, on average, for sustainably produced or sourced goods.

More and more shoppers are putting their money where their values are. So if you’ve got some sustainable marketing credentials, no, you don’t need to compete on price. What really matters is being transparent about why your product costs what it does. Fair wages, high-quality materials, ethical sourcing – all of which tell a story your customers want to hear. 

…convenience

If you’re making life easier for your customers, then that’s adding value!

Subscription services, smart reordering and free returns all remove friction and make repeat purchases a no-brainer. According to another PwC report, 41% of UK consumers said they’d be willing to pay more for a product they can purchase more quickly and conveniently. Services like automatic pet food deliveries or skincare subscriptions are thriving, not because they’re cheaper, but because they make life easier.

…exclusivity 

When something feels or is rare, it suddenly feels a lot more desirable. 

A limited-edition drop, early access for VIPs or a product that’s only available to a select few will give the sense that this isn’t for everyone which will, in turn, create buzz and demand.

Scarcity sells because it increases the product’s perceived value and creates urgency and therefore action.

…customer experience 

Experience can count for a lot because more often than not, it’s what sticks with people long after the purchase.

It’s the little things that make the biggest impact: a handwritten note, lightning-fast support when something goes wrong, or a genuinely thoughtful gesture at just the right moment. One example we came across recently was pet food brand, Chewy, which sends flowers when a loyal customer loses their pet. 

Yes, OK we’re chopping onions, but don’t you agree – it’s simple, human and unforgettable?

…loyalty 

Finally, loyalty and referral programs are where it’s at, and a million times better than those regular 20% off emails. According to a Deloitte survey, 65% of UK respondents said personalisation was an important attribute in loyalty programmes. 

Times have changed, and shoppers aren’t interested in blanket discounts on products they don’t want. They want to feel like part of the club, like insiders. 

That’s why VIP clubs, personalised rewards and early access are all loyalty building strategies.

Incentivise without using the word ‘discount’

Language and framing matters. If you want to incentivise your customers without slashing prices and slapping the word ‘discount’ around, what can you do? Well you can think about the language and framing you use to describe your offer. 

The key is to make people feel like they’re getting more, not just paying less. A free trial, for example, feels valuable and confident. “50% off” can feel a bit cold and salesy but “try it free for six weeks” feels more generous.

While discounting can bring in new customers, they’re not always the kind you want (they’re more likely to be deal chasers who bounce when the offers dry up). Instead, think about rewarding your loyalist ones. A little surprise perk, private offer or exclusive access for long-standing customers shows them you see them and gives them a reason to stop by again.

Referrals are another win-win. Loyal customers bring in people just like them (who are usually a great fit). So why not give a little thank you for spreading the word?

And if you are going to run a promotion, make it feel like added value, not a price drop. These extras don’t have to cost you much but they can make your offer feel polished, premium and worth paying for.

Thanks for tuning into our new series! We’re all about helping you find fresh, practical ways to add real value for both your customers and brand. And if we can add a little value to you along the way? Even better. Get in touch if you’d like to find out how we can help at Space & Time.