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Tracking shopper attitudes and behaviours towards promotions and assessing the impact on loyalty |
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The effects of the economic downturn and food price rises as well as growing concerns over food waste and the drive for healthy eating have made it increasingly important to adopt the correct promotional strategy to meet shoppers’ needs. The marketing profession has always used promotions as a way of influencing shoppers by raising awareness of and interest in products, and helping convert to purchase. A great variety of techniques are used by retailers and manufacturers.
But with an increasingly competitive market place, where price remains such a key factor, are promotions effective in differentiating retailers and helping manufacturers win new and loyal consumers? This report seeks to understand how shopper attitudes to promotions and loyalty have changed over the last two years, and identify where the opportunities lie.
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