It is imperative for companies to find ways to get people to be less frugal in their shopping behavior. As reported in Promo: “A broad trend that can’t be ignored is the rise of the newly frugal shopper and the erosion of brand loyalty caused by shoppers who spend more time than ever before researching and locating deals. ‘Price is driving foot traffic and always has, but retailers want to find a way to harness that frugality,’ Theresa Wabler, director of marketing at Parago, says. ‘There’s the competitive reality that [retailers] have to be more price aggressive. But how do you start that one-to-one relationship?’”

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