Special brands are defined by one thing, they keep their promises.
If I tell you, my customer, that I will not go lower than this price because you are buying into our loyalty program and it comes with the lowest possible pricing and then I undercut that with a DEAL, I have done what? I have broken my promise.
Brands are dying left and right because they choose, at some point, to say “forget what we promised, lets get some dollars coming in” or “lets get some butts in the seats.”
Long term, this is not a smart strategy. Remember, never make long term decisions on short term conditions because all you have is your word and if you lose that, you can kiss the trust you have built up goodbye.