In a column for InStore magazine, the President of the Economic Chamber and Chief Executive Officer of GS1 Macedonia, Branko Azeski, writes about discounts as a tool for attracting consumers. Once a smart way to boost turnover, encourage shopping in slow seasons, or clear out inventory, discounts are increasingly turning into a trap—evolving into a chronic dependence, and one that comes at a high cost.

The most successful FMCG brands of the future will not be those with the lowest price, but those able to deliver value—real, sustainable, differentiated value that can be recognized and rewarded, without being tagged with a red “-30%” label.

The full column can be found in the latest print edition of InStore magazine: https://instore.mk/record/8/17669/kako-trkata-po-najniska-cena-gi-ubiva-i-trgovcite-i-proizvoditelite