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Consumer Research


Promotions most effective to lift brand sales in-store

Promotions most effective to lift brand sales in-store

Promotions and demonstrations are the most effective in-store field marketing methods, whilst dumpbins fare the worst, according to new research unveiled by field marketing agency The Bailey Group (TBG) UK.

The research polled TBG’s field marketing staff in order to get a view of how those actually working in the front line of the industry view promotions as well as how and when they shop.

“We wanted to get an insight into how the front line shop – to discover whether they were savvy shoppers, or whether it was more a case of cobblers children always being barefoot,” said managing director of The Bailey Group UK, Julia Collis.

“Given that the field marketing industry employs many tens of thousands of people their opinion is significant. And the results of our first research panel is enlightening.”

In-store promotions have increased, according to 64% of respondents, although 28% think the number has stayed the same, and 12% feel store promotions have decreased.

The survey suggests that sampling is the most effective of in-store marketing tools, with 43% of those polled agreeing that they are “strongly affected” by them, 22% somewhat affected, and only one in 10 believing that they are unaffected by sampling initiatives.

Gondola end displays also fare well, with 34% saying that they are “strongly affected” by them, and a further 17% “somewhat” affected by them.

One in five of the sample were strongly affected by shelf edge labels, 19% by foyer stacks and 22% by mid-aisle displays.

Dumpbins fared the worst in the survey, with more than a quarter (28%) suggesting that they were unaffected by such promotions – nearly twice the amount of the next nearest promotion.

Pushy sales people by far and away were cited as the most irritating in-store promotion, by 82% of respondents, followed by BOGOFs at 8%, 1/3 off price at 5%, foyer stacks with 4% of the vote, and sampling and demonstrations which polled a mere 1% each.

The supermarket was the overwhelming outlet of choice for respondents – 91% do their main shop in such stores, with online accounting for 6% and convenience stores 2%.

Top-up shopping is generally carried out either once a week, mid week (41%) or two to three times a week (42%). An astonishing 14% of respondents carried out daily top-ups (rising to 20% - or one in five – amongst the men).

Just over a quarter of those polled spent £200-£300 a month on groceries, with an average spend of £300 to £400 the next highest at 14%. Incredibly, one person admitted to spending more than £1000 on groceries each month.

Changing financial sensibilities following the credit crunch means that 38% of our sample spend less on groceries than before, although 59% spend about the same and 3% more than before.

Branded goods enjoy the lion’s share of the spend, with 56% ‘mostly buying’ them; 44% of the sample, however, buy own label goods over brands.

Only 14% go armed with a shopping list and religiously stick to it; almost half (43%) will take a list but be tempted by special offers and 20% will let those offers dictate their shopping baskets.  Nearly a quarter, 24%, will buy whatever takes their fancy on the day that they shop.

Staff, who were predominantly female (83%) were most likely to reside in two (38%) and three (28%) person households, with just 14% living alone or in four-person households and a mere 6% with five or more.

Two-thirds of female staff polled (66%) do the main household shop themselves, whilst 43% of male respondents also saying they handle the main shop.

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