Swanson Health Knows Competing On Price Only Opens Doors To Customers

“You can’t sustain those kinds of discounts” many supplement markets are offering, says Swanson Health CEO Ken Harris. The direct-response marketer says offering low prices is a foot in the door, and providing additional products a customer will want keeps it open.

(This article is the first of a two-part profile of Swanson Health Products’ strategies. Look for the second article in the next issue of “The Tan Sheet.”)

[Swanson Health Products Inc.] sees no future in free shipping and other substantial discounts. Instead, the nutritional products online retailer...