Promotions and efficiency

By: Szalókyné Tóth Judit Date: 2008. 02. 29. 08:00

Promotional sales accounted for up to 40 per cent of overall sales in some of the largest categories last year. 82 per cent of Hungarian consumers are actively looking for promotions and 77 per cent read promotional leaflets. Are there any differences between promotions in different sales channels? Yes, there are. The least customer loyalty is displayed by customers in hyper markets. Customers of supermarkets are less likely to go to another store because of a promotion, as price is a less important consideration for them. Customers of discount stores accept the limited assortment in exchange for constantly low prices. The efficiency of pro­mo­tional activities can be improved, if distributors are aware of the diverse requirements of customers in different sales channels.

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