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Promotional perils and B2B excellence: Your Marketing Week

The perils of promotional activity writ large

Issuing a profit warning this week, Halfords blamed “weaker gross margins than previously anticipated”. The reason behind this? Its level of promotional activity.

The news was delivered as if the retailer was a hostage. A victim of an embedded necessity: customers demand it, everybody else is doing it so we have no choice but to go with the flow, regardless of the damage to margins and profitability.

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