For my latest contribution to FORBES.com, click here.
In tough times, many retailers face impossible choices. Risk losing profitable sales or capture every possible sale no matter the cost (or discount). Is it a herd mentality and desperation, or is it a lack of ample time and resources to strategize and implement a better solution? Unfortunately, the former can over-shadow the latter. Fortunately, retailers have choices, even if it doesn’t appear so.