And yet, like many retailers, Macy’s bakes its Black Friday sale into its business strategy year after year, banking on lots of low-value, disloyal customers to scoop up a ton of merchandise at low margins. My advice to every retailer out there this holiday season: Stop spending so much precious energy, time, and money to court your worst customers. Instead, consider approaching the holiday shopping season with a customer-focused mindset. Ask yourself: What can we do now to identify and reward our high-value customers and attract more like them? High-value customers, of course, are ones who regularly shop with you throughout the year, and will most likely continue to buy from you for a long time ahead, regardless of your holiday deals.

Source: Forbes November 22, 2016 21:23 UTC