During economic downturns, marketing promotions become more important for boosting FMCG sales. The firm's research found that in September, shoppers felt that 33.4 per cent of their purchases were influenced by deals or promotions such as discounts, free gifts, lucky draws, free extra items and multi-buys. This figure increased from 30.6 per cent in September last year and 28.1 per cent in 2013.
"We expect to see intense competition among hypermarkets and supermarkets by conducting a series of promotions to attract consumers to spend money at their stores next year. The percentage of on-promotion revenue will unavoidably hit more than 40 next year," Ellis said.
During economic downturns, marketing promotions become more important for boosting FMCG sales. The firm's research found that in September, shoppers felt that 33.4 per cent of their purchases were influenced by deals or promotions such as discounts, free gifts, lucky draws, free extra items and multi-buys. This figure increased from 30.6 per cent in September last year and 28.1 per cent in 2013."We expect to see intense competition among hypermarkets and supermarkets by conducting a series of promotions to attract consumers to spend money at their stores next year. The percentage of on-promotion revenue will unavoidably hit more than 40 next year," Ellis said.
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