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Shoppers focus on bargains

Shoppers focus on bargains

Stores are being warned they will have to use strong POP displays to get customers through the door for Christmas 2007.
The leading in-store marketing agency bezier has revealed that 82 per cent of the shoppers that it spoke to in late December were driven by price and range of goods over store loyalty.
They also rated bagging a bargain (55 per cent) as the biggest thrill of the festive shopping season, closely followed by a ‘Christmassy’ atmosphere (43 per cent) as they splashed their cash.
Unsurprisingly crowded shops (65 per cent) and lack of parking (48 per cent) were the biggest frustrations for customers – something which retailers have little control over.
Head of Consultancy at bezier, Helen Davies,said: “Customers expect to secure good deals and slashed prices long before January.
“While it was 3 for 2 and discount messaging which was strongly picked up by shoppers, interestingly the impactful Christmas displays of retailers and grocers such as Next, M&S, Asda and BHS were also a big draw .
She added, “In other words even when on a bargain hunt they wanted attractive in-store displays.”

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