Why This Holiday’s Most Brilliant Retail Promotion Will Fail

Payless, the struggling shoe retailer, launched an extremely clever promotion — but it may end up alienating the very consumers they need to survive.

What do you do if your company is in dire straits and the entire industry you serve is going through a cultural mega shift? One thing you probably do not want to do is alienate the very consumers who could be the solution to your problem. That was the dilemma Payless Shoes found itself in recently, when the well-know, low-cost shoe retailer deployed what turned out to be a very clever promotion strategy that, while fun and playful, probably did more harm than good. Read more at Inc.