A policy of two basic points: the Tao of classical promotions

AC Nielsen's latest survey shows that market competition promotes the importance of increasingly prominent, high efficiency and attention to details of the promotion strategy is key to the success of the market.

Research shows that with the shop a selection of single products increasing number of marketers realize that they need to effectively influence the shopper decisions, rather than commonly referred to as consumer decision-making. At the same time, research has shown that most of the shopping decision took place in the shop and the purchase process, rather than outside, and therefore promotes is becoming the focus of the marketing personnel. AC Nielsen believes that, to date, a marketing staff key is ignored by the shopper on the promotion of preference and participation. For different groups to develop sales strategies a study of AC Nielsen reveals the different shopping crowds in shopping attitudes and participation have differences. To housewives and young people, for example, surveys, promotions, housewives to "entire family interests" as preferred. They are all in the form of sales promotion, always carefully compared, computing to reduce costs. Stage in the purchase decision, "tastes, brand and price" is the housewives make purchase program of primary consideration; purchase, shop out of promotional information on housewives have a direct impact on the purchase plan; promotes activities to strengthen their purchase choices, help them make the final purchase decision. The consumer groups, in-store brand conversions occur frequently, because housewives might find a more affordable products. The attitude of young people for sales promotions are quite different, they are more concerned with the promotion of the benefits for yourself. Understanding of their promotions are limited to in-store and at the same time promotes that they recall ever watch TV ads. Young shoppers more likely to be new products and innovative promotional tools. [Recommended] market personnel should be tailored to specific consumer or shopper groups develop promotional strategy to deliver more effective information, in addition, the shop and promotes consistency between is the key to success, whether consumer or retailer brand, all promotional activities should reflect their brand image. Preferential prices most attractive surveys show that shoppers prefer to bring direct money gains promotions — the most attractive in the first three digits of the promotional activities were "buy one get one" (38%), "the price" (29%) and "plus volume does not increase" (12%). Lucky draw prizes with integral change is because the income is not direct, program complex, while winning opportunities are limited and not being favored by the shopper. Due to the shopper in shopping before a rough purchase program, "posted in the post" get home to shoppers ' top priority for promotions, and later as "television advertising" and "store" inside hanging of posters. [Recommended] effective promotions require attention at the same time should be located in convenient locations. Convenience to improve the promotion of the most important for the ideal promotional activities, housewives and two shopping groups of young people are expected to sell more "convenient" and "exciting", but they "exciting" annotation of somewhat different. For housewives, exciting means more promotions and save costs; for young people means more new and unique marketing mode. Overall, it seems "more convenient" to improve in-store promotions, 45% of respondents said "more convenient" most important, followed by a "more money" (36%) and "a better shopping experience" (19%). Of these, most older shoppers that save money and most importantly, young people are more likely to improve the shopping experience. [Recommended] on promotional activities is especially important for details. Regardless of the extent of the discount or the packing size, comprehensive understanding of the consumer will help marketing staff determine promotional details, more likely to win a shopper attention, get higher sales share.