​Sales promotions can play a vital role in helping build a brand’s customer base, even if they cost more than the immediate return from the new sales generated. They can pay back many times over in the long run if the new customers buy the brand on future occasions at full price or buy other products from the brand. Brands with a great user experience stand to benefit the most because repeat purchase is likely, and each new customer has the potential to attract further customers through word of mouth.

Check out 'The Smart Marketing Book' for further details.