Changing shoppers, changing needs

Zsuzsanna Hermann
managing director – editor-in-chief
Trade magazin

The ‘Most successful promotion of the year’ competition and the related one-day conference give us a special opportunity to get to know shoppers’ opinion directly. In former years the results were similar after the evaluation of experts and consumers. However, 2018 brought definite changes: shoppers approached certain campaigns from a different perspective, they listed different values and worded criticism.

For instance they now have higher expectations as regards the value and number of gifts. Compared with the complexity of registering and the rules of prize games, they reckon that the prizes aren’t attractive enough. What is more, they would like more instant gifts and bigger portions at tasting sessions.

It is obvious that shopper needs are changing and those who plan and implement promotional campaigns need to listen to the opinions of shoppers again and again. Congratulations to the winners and we are already looking forward to receiving the entries of the 2019 competition! More information: info@trademagazin.hu and www.trademagazin.hu. //