Choose speciality channel:   Choose sector channel:     Search the site

Industry Research


Many price promotions are "irrelevant"

Many price promotions are "irrelevant"

GI Insight’s latest research has found that as retailers seek to hang on to their customers during the recession there has been a major upswing in price promotions, but many are irrelevant to the recipient.

The survey found that 57% of UK consumers have noticed a very significant increase in the price promotions and special offers they are receiving through direct marketing.

However, 68% say the vast majority of these offers are totally irrelevant to them. In other words, over two thirds of the effort, creativity and budget being devoted to special offer campaigns is being utterly wasted, because it is incentivising purchases that the recipient will never make.

In the midst of the one of the deepest recessions of recent decades, consumers are becoming far more price conscious. Some 35% of consumers say that, in the last year, they have switched downmarket to a ‘value’ supermarket for a significant portion of their food shopping. The equivalent proportion amongst clothes shoppers was even higher, at 39%.

Although this may not mean that their total supermarket, or clothes shopping, spend has switched, it still represents a very significant loss of revenue for the premium providers and equally significant gain form value outlets.

Andy Wood, Managing Director, GI Insight, comments: “One key way in which both parties have been looking to keep or win custom is by ramping up their use of incentives and price-promotions, in the form of coupons (money off a particular product) and vouchers (discount when spend goes over a certain amount). 

"Premium supermarkets have been creating special offers to return a level of value to existing customers and keep them engaged; value supermarkets have been using price promotions to try and attract even more customers away from the premium providers, even if it is just for a proportion of their spend."

He added, “However, the current flurry of activity around discount and price promotions may be wasting a considerable proportion of its potential.  Evidently a third of retail marketers are getting it right, taking advantage of the data they hold, or have gathered, to personalise their coupon or voucher activity to the recipient.  They have recognised and grasped today’s ability to print personalised offers and booklets at a very economic cost. 

“The hike in special offer activity is creating a much more crowded and competitive market for the consumer’s attention.  Those who make the most use of the ability to vary and personalise text and images to the recipient are likely to also be those whose campaigns stand out in the marketplace, and whose redemption rates soar.”

free prescription drug discount card free viagra coupon
coupon prescription printable coupons for viagra
coupons viagra viagra discount coupon coupons for prescription medications
after abortion printable discount coupons abortions clinics
medical abortions abortion clinic
cialis coupons from lilly go free printable cialis coupons
discount drug coupon cialis coupon card coupons prescriptions
late abortion link when is it too late to have an abortion
when is the latest you can have an abortion how much is an abortion pill
linzess patient assistance bystolic free trial coupon linzess patient assistance
gabapentin with liver disease gabapentin with liver disease gabapentin with liver disease
sumatriptan migraine headache sumatriptan migraine headache sumatriptan migraine headache
coupon cialis coupons for prescription drugs free prescription drug cards
viagra kamagra read viagra
naproxennatrium naproxen en ibuprofen naproxen nsaid
renova open renovation vejle
pletal 50 open pletal y anestesia
prescriptions coupons cialis savings and coupons online cialis coupons
ventolin brez recepta ventolin navodila
how to have an abortion pill abortion price
coupon for prescription coupon for cialis cialis manufacturer coupon 2016
cialis manufacturer coupon 2016 coupon for cialis prescription transfer coupon
abortion pill facts abortion pill definition
lamisil para que sirve lamisil
abortion pregnant abortion timeline elective abortion
opiate antagonist naltrexone revia for alcoholism
what is naltrexone made of what does naltrexone feel like
phenazopyridin erfarenhet phenazopyridin dosering

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.