On-pack promotions are still an important part of the marketing mix despite the rise of online shopping, with new research finding that most consumers (66%) said promotions make brands more attractive. However, consumers also want the convenience which new technology can add to promotions, including recent developments such as online receipt validation.
Strikingly, it is Millennials who appear to respond best to on-pack promotions: those aged 25 to 34 found brands with promotions most attractive (77%), but this falls to 51% for people aged 55 and over.
However, consumers appreciate the benefits which new high-tech promotional mechanics can bring to promotions – over half (51%) agreed that hassle free and easy-to-redeem promotions were preferable, and confirmed that technology is key to delivering a smooth shopper experience.
The survey was commissioned by independent marketing agency, Granby, and conducted in partnership with polling company Censuswide.
1000 UK consumers, representative of the general population, were questioned extensively on their shopping habits; from what makes brands more attractive to how they redeem promotions and what impacts their loyalty. The findings provide invaluable insights for brands wanting to create winning retail strategies in the face of digital.
The findings support the argument that promotion drive sales and loyalty: two-thirds of those surveyed (68%) said receiving a reward would increase their loyalty towards a brand. Furthermore, younger generations are more influenced by reward,s with 79% of consumers aged 16 to 24 admitting to being influenced.
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.
Some 53% agreed 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 is the exclusive UK partner for a receipt validation technology which has been developed in the US and is a well-established platform in the US market under the name SwiftReceipt. It launched SwiftReceipt, which it says is the fastest digital receipt validation service in the UK, in August 2017.
Joanne Kimber, Managing Director, Granby and SwiftReceipt, 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 full research report is available for download from Granby’s website here.
Granby Marketing Services was established more than 50 years ago and now works with luxury brands, blue-chip clients, SMEs and promotional marketing agencies to help connect brands with their customers, providing with integrated fulfilment solutions to manage ideas, growth and objectives. It is a member of the Institute of Promotional Marketing (IPM), the industry body which oversees promotional marketing in the UK.
