They’ve seen the product they want, but they also know a coupon may arrive tomorrow. Your team responds with another discount, hoping to turn hesitation into a purchase. The order might come through, but the margin gets thinner and the customer learns to wait. That pattern creates three familiar pressures:conversion stays insufficient, margins shrink, and brand value starts to depend on the next markdown. Instead of discounting everyone more, it makes the offer relevant to the shopper’s current moment and rewards action while the opportunity is available.