Under the influence of well-known economic disasters, New Year's sales this year are characterized by restraint. Retailers are not able to carry them at old prices, so as not to lose money to pay for future deliveries. And, despite the fact that most of the orders for spring-summer have already been paid, the situation with procurement for the fall can be very difficult. What can we say about the marketing budget. But how to motivate consumers to buy at new prices?
“Discounts and 2 + 1 offers are not as effective as before, and at the same time they do not provide information about customers,” said Daria Yadernaya, Managing Director of Esper Group. “Today, loyalty programs are needed more than ever, as they will help brands learn about their customers, encourage them to make more purchases without declaring sales or discounts.” Representatives of brands in economy segments should not forget about the imminent arrival of new customers who will come down from more expensive stores. These customers do not need discounts or sales. Coming a priori to a more affordable store and already considering its prices lower, they will show a willingness to buy at full price.
“As part of the promotion, I believe that large companies will take advantage of the reduction in advertising rates on television and other media in order to dramatically increase brand awareness,” continues Yadernaya. - The rest will actively switch to barter or semi-barter cooperation. We will see more special projects with bloggers, as well as cross-promotion of clothing brands with restaurants, fitness, beauty salons, cinemas and so on. I would not be surprised to see the activity of the relay races, flash mobs, giveaways from the side of the brand, and not only through bloggers, but also directly. "
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