Susan Hayes-Cullerton

And that's a very, very good point because we tend to focus on what were the sales.

In fact, even the data that I presented at the beginning of our conversation didn't investigate into the profitability of it.

Now, I did mention Singles Day earlier on as well in our conversation.

It's the biggest retail day in the year, far outstripping Black Friday.

It has its origins in Asia and it certainly puts the emphasis on treating oneself rather than on snapping up deals.

So what pricing or other techniques do you see typically at this time of year?

Well, from a relationship building point of view, do loyalty schemes fundamentally reshape the asymmetric nature of the relationship because then the company knows an awful lot more about the customer than the other way around?

Sorry, Jenny, we're right up against time there.

It's been really interesting to talk to you and some

Fantastic practical information there to take away.

Thank you very much indeed for joining me today.

That is Jenny Miller, CEO of Untapped Pricing.

And still to come on Breakfast Business this morning, we hear from UCD Smurfit School following news they remain Ireland's top-ranked European business school.