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* In-store Promotions - Optimising Your Investment Date Published: 27/09/2007 *
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In-store Promotions - Optimising Your Investment  

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IGD's guide to understanding shopper attitudes to in-store promotions
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Traditional marketing models have utilised promotions as a way of encouraging shoppers through the decision making process, by raising awareness and interest of products, and also converting the purchase. Various promotional techniques are used by retailers and manufacturers to build awareness of their offer and influence the purchase.

But with an increasingly competitive market place, where price remains the key competitive platform on which stores, brands and products continue to try and differentiate themselves, are promotions just another price mechanic or can they build and maintain shopper loyalty? IGD's In-store Promotions - Optimising Your Investment consumer research will help you to understand shopper attitudes to promotions, and identify where the opportunities lie.

 
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In-store Promotions - Optimising Your Investment will guide you to the answers to these questions:

What role do promotions have and how important are they to store and product choice?

Do promotions reward shoppers and encourage loyalty? Are they incremental or do they generate cannibalisation?

How can retailers and manufacturers optimise their investment from in-store promotions?

How effective are promotions and which tactics work the best?

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EXECUTIVE SUMMARY
  • The key findings of the report in an executive summary format
RESEARCH OBJECTIVES
  • Research methodology
SETTING THE SCENE - DEFINING IN-STORE PROMOTIONS
  • Promotion activity during research - retailer share
  • Breakdown of promotions by retailer
  • Promotion activity during research - brand share
TACTICS COMPARED - FACTORS INFLUENCING PURCHASE OF NEW FOOD OR GROCERY PRODUCTS
  • BOGOF
  • 3 for 2
  • Money off savings
  • % savings
  • Extra free
  • Free gifts
  • Case study: Sainsbury’s free gift offer
  • Link promotions
  • Buy more for a set price
  • Couponing
  • Sampling
  • In-store signage
  • Product placement
  • In-store TV
CATEGORY ANALYSIS - BRAND SWITCHING AND TRADING UP
  • Category analysis by promotional mechanic
  • Fresh food/convenience
  • Ready meals
  • Cooking sauces
  • Fresh fruit and vegetables
  • Fresh meat
  • Dairy
  • Ambient foods
  • Bread
  • Breakfast cereals
  • Confectionery
  • Drinks
  • Beer
  • Wine
  • Soft drinks
  • Non foods
  • Toiletries
  • Laundry and cleaning products
PROMOTIONS & LOYALTY - CREATING REPURCHASE
  • Promotional seekers vs non-promotional seekers
  • Promotional seekers: Demographic Profile
  • Comparing promotions across retailers
  • Promotions and brand switchers
  • Promotion seekers on favourite brands
  • Non Promotional seekers: Demographic Profile
  • Brand loyalists
IMPROVING THE EFFECTIVENESS OF IN-STORE PROMOTIONS
  • Availability of products on promotion
  • Providing adequate price savings
  • Ease of finding products on promotion
  • Displaying prices
  • Over purchase
  • Displaying end date on promotions
CONCLUSION
  • Key Shopper Insights and Implications for Industry

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