In an age where online shopping seemingly rules the roost, new research suggests that the humble on-pack promotion still plays a crucial role in attracting customers, with the vast majority of UK consumers reporting that promotions not only make brands more attractive, they can also increase loyalty.
The “From Promotion to Devotion: Winning Retail Strategies for the Digital Age” study by Granby, carried out in partnership with polling company Censuswide, quizzed UK consumers from a cross-section of the general population on their shopping habits, from what makes brands more attractive to how they redeem promotions and what affects their loyalty.
It found that two-thirds (66%) of all those surveyed believe that promotions make brands more attractive. However, the results turn received wisdom on its head, showing that this attraction is most pronounced among those who would normally be clammering for online offers. Some 77% of 25- to 34-year-olds say the love on-pack deals, while just 51% of consumers aged 55 and over felt the same.
An even higher proportion (68%) of all consumers stated that receiving a reward would increase their loyalty towards a brand. Once again, younger generations are more influenced by rewards, with 79% of consumers aged 16 to 24 admitting that their heads would be turned.
In addition, the research also found that offers are a good way to help win new shoppers. More than half of consumers would switch products because of a promotional offer.
When exploring what consumers prefer, over half (51%) agreed that hassle-free and easy to redeem promotions were favourable. When it comes to enabling this, technology is key. Some 53% said that the ability to upload a photo of their till receipt to claim a promotional offer and receiving an instant notification would incentivise them to redeem an offer.
Granby and SwiftReceipt managing director Joanne Kimber said: “Reaching the shopper in-store has always been a challenge for marketers. However, this research shows that on-pack promotions still play a vital role in marketing, but technology provides a real opportunity for brands to be more intelligent when looking to connect with consumers.
“The findings not only show how SwiftReceipt can help brands fulfil consumer needs, but also provide a call to action for brands when assessing how to build a winning retail strategy in the digital age.”
The full research report is available for download from the Granby website here>
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