Promotion positioning will be critical
Inmar’s shopper research finds that shoppers are looking forward to the holidays as a chance to escape the pandemic and they’re willing to spend what they need to in order to “get away.” But, at the same time, they will be actively looking for help in affording their seasonal celebrations.
A hefty 81% of shoppers surveyed said they plan to look for deals or special events prior to making their holiday purchases. Therefore, it’s essential that brands optimize their media mix to ensure shoppers find their offers and can easily acquire them via their preferred channels.
While analysis of H1 2020 coupon redemption shows digital promotions continuing to grow in popularity with shoppers, paper coupons and trade-funded offers are still very much in use by consumers facing increasing economic pressures. Employing all of these pre-shop promotion methods will help brands find a place on consumers’ shopping lists and, with 61% of shoppers reporting they “usually” or “always” make a list when shopping in-store for grocery products, brands need to be on those lists!
Issuing high-value offers (with appropriate purchase requirements) while fully leveraging retailers’ media networks and their in-store media capabilities, both digital and traditional, to advertise offers will help brands get on those lists. Being part of a promoted recipe will also help as 40% of shoppers plan to seek out meal ideas and recipes as part of their holiday preparation and shopping.
‘Tis the season for action
No one can know with certainty what the holidays hold for shoppers or brands. However, shoppers’ collective wants for a respite from the protracted crisis and their need for assistance in stretching budgets are combining to create a significant seasonal sales opportunity for those CPGs that effectively deploy and distribute intelligent, attractive promotions.
Despite this holiday season being unique in any number of ways, brands that are both strategic and efficient in their use of promotions will enjoy a traditionally successful holiday season.
John Gibson is a board advisor for Inmar Intelligence.
Click here for more Analysis and Guest Commentary.