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Brands chant the affordability mantra as they chase thrifty customers

The familiar playbook of flexible payment schemes, value packs and discounted sales dons a post-pandemic avatar as brands chase thrifty customers

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According to Kantar's Covid-19 barometer, nearly everyone is experiencing increased anxiety over money

4 min read Last Updated : Jun 18 2020 | 12:37 AM IST

With the financial impact of the crisis hitting home, brands are treading the ‘begin-again’ economy with wary unease, armed with a set of familiar value-enhancing tactics to encourage consumer spending. Automakers are rolling out easy finance schemes, snacks brands have launched combo or value packs, fashion brands are staying off their luxury labels and several have announced ‘special sales days’ to mark their return, post lockdown.

The rush to announce the next big sale or offer reflects the mood of the consumer, several reports and surveys indicate that it is a long time before the old spending habits come back.

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