Holland & Barrett: Promotional effectiveness

Holland & Barrett developed a new range of own label value vitamins after embarking on a 360-evaluation exercise to gather intelligence from various sources, which all fell within existing subscriptions or the brand's own customer data.

Promotional Effectiveness

Towards the end of 2021, Holland & Barrett changed its promotional strategy, moving to an 'Everyday low pricing' strategy. However, due to a lack of insight capability in the business at the time, this move wasn't as robustly tested with customers as it could have been, and when sales began to be impacted by the decision, the new insights team rallied to answer questions like:

  • Do our pricing and/or promotions have a positive or negative effect on the H&B brand?
  • Would consumers notice if we changed our promotional mechanics? Would it grow sales?
  • Is everyday low pricing appealing...

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