| HBS Case Collection
Liza Davis and the Bargain Hunting Customer
Liza Davis, an upscale women's fashion retailer, is reeling from worldwide recession and lower demand. Should the company target the fast growing bargain hunter segment or hold the line on price discounts to preserve their brand image? Customer profitability calculations show that the bargain hunting customer loses money--does that mean they should ignore this customer in favor of full price shoppers?
Keywords: Competitive Strategy;
Customer Value and Value Chain;
Knowledge Use and Leverage;
Martinez-Jerez, Francisco de Asis, and Lisa Brem. "Liza Davis and the Bargain Hunting Customer." Harvard Business School Case 111-040, September 2010.