With many retailers reporting rising August same-store sales, Wharton School marketing professor David Bell says the data is encouraging, but he’d like to see less reliance on sales and discounts this holiday season. Bell says the growth trajectory in retail is positive, and come the holidays, the peak shopping season of the year, he’d like to see retailers do something different than typical promotions in order to drive growth. He would like to see retailers focus on improving the customer experience, loyalty programs and consumer engagement on mobile devices — those are features he believes get shoppers coming back.

Watch the interview on TheStreet.com.