Promotions

THE SPIRIT OF PURCHASE HISTORY

CPGMatters writes that Diageo is increasingly working with its retailer-customers on shopper marketing programs, especially to better understand how consumers shop the spirits category in the store.

“People are on autopilot when they’re shopping for, maybe, bread or other grocery staples,” said Shawn Fitzgerald, Diageo’s director of shopper planning. “But [spirits] are a more engagement-oriented shopper experience.”

“We had a tendency to focus on the big events, Fitzgerald added. “But the reality is that those occasions are the minority of the occasions. There are a lot of other, more frequent occasions that happen throughout the year.” Continue reading

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Categories: In-store, Pre-store, Promotions | Tags: , , , | Leave a comment

REWARDS DON’T COME IN ONE SIZE

The Hanifin Loyalty Blog suggests we’ve reached a tipping point with loyalty rewards.  Because there are so many loyalty programs that take too long to accumulate points, shoppers are devaluing them.

While this may be true with some retailers, such as those on the shopper’s margin, it is not true for all. Here are some reasons why:

1. There is a big difference between frequently and infrequently used retailers. For the average shopper, the utility of points owned at a bookstore pales compared to points earned at a grocery or big box retailer. The same is true for points earned on, say, American Express. Continue reading

Categories: Loyalty, Promotions | Tags: , , , | 1 Comment

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