Price promotions: how to make them work for your brand
THE MOST POWERFUL INFLUENCE IN-STORE
In many parts of the world, marketers give priority to price promotions over media expenditure. While their popularity varies across countries and across categories, our studies clearly show that price promotions are the most powerful in-store influence on purchase.
In recent years, growth in promotional activity has been fuelled by retailer power, but there are also many reasons why the marketing team might consider promotions, including: attracting new (or lapsed) consumers, volume/stock clearance, to hit sales targets, to match competitive promotions, or to squeeze out...