Percentage off is the most popular promotion type, according to research by Lumina Intelligence.
Its latest Convenience Tracking Programme found that 41% of shoppers purchase on promotion, with discounts such as 20% and 50% being the top choice for nearly a quarter (23%) of consumers.
Multi-buy deals such as ‘buy two for one’ and ‘buy two for £5’ appeal to 20.5% of consumers. While 14.8% are drawn to round pound promotions.
The insights also highlighted the significance of impulse purchasing within the sector, with more than half (55%) of shoppers making unplanned purchases.
Flora Zwolinski senior insight manager at Lumina Intelligence emphasised the role of promotions in driving those spontaneous buys.
“Impulse and promotion purchasing differs by age group. Those younger shoppers who tend to be a little bit more value led, a little bit price driven, therefore it’s those younger shoppers who are much easier targets for that impulse purchase, also much more susceptible to buy on promotion.
“Whereas those older shoppers are a bit more in their lanes and know what they buy, they know what they like and are less influenced by promotions,” she said.
The data and insight service highlighted the importance of location strategy within stores, especially optimising areas such as aisle ends and free-standing display units. Although HFSS regulations present challenges, it advised retailers to maximise available space.
“Even in aisles, signage can draw attention to your products and really get that shopper to buy without having planned to,” Zwolinski said.
Price-driven promotions are “important drivers”, with round pound offers thriving in confectionery purchasing. “Having spoken to a lot of retailers before, a lot of them say that actually a pound is the amount consumers are happy to hand over without thinking about it. Even if it’s a small pack and not great value for money,” Zwolinski added.
One way a retailer is encouraging impulse purchases is through music in-store. Kent-based Nishi Patel has introduced a feel-good vibe in his store with upbeat tunes and viral TikTok songs. He believes that when customers dance to music they feel “happy and they’re more likely to spend”.
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