> They’re better off investing time and effort to making more sales not nickeling and diming with discounts

But discounts are one way to get more sales! There are plenty of mom-and-pop merchants that have to compete with large retailers and would benefit from a sophisticated discount system to drive higher volumes, but they just don't have the resources or the experience to implement it themselves.

Source: I know the owners of a brick and mortar garden store that struggles with this.