"If the client wants to move away from offering discounts to attract clients, I think they might have to rethink their overall branding strategy. They'll need to convince existing and new clients to perceive the brand differently. I'd say first look at customers who seem to be buying higher-priced (non-discounted) products and offer a new line of products to these clients as an 'exclusive' offer, emphasizing the quality and design that justify the price. Their messaging will need to be updated to represent the company's new positioning. I'd recommend focusing marketing on new, shiny products that the client believes are the best matches for the target customer base, so customers start to think of them differently on their own without being told so. I'd also design the websites to be much more personalized to show the customers, who exhibit less price sensitivity, to see more higher-end products during their shopping experience. They can also leverage offering exclusive access to the newest products or rewards program instead of discounts."