Brands love them too. In store promotions are the best way to get products in front of consumers when they are ready to buy.
And they’re great for retailers. A well-advertised promotion drives store visits, increasing sales of all their products, not just the promoted ones.
What’s less well known, at least outside the industry, is that in-store promotions are a direct source of revenue for retailers. Notice how promo displays are often at the end of an aisle, close to the entrance of the store or next to the cash registers? That’s not an accident.
Retailers charge the brands a fee to put promotional displays in the best places. Timing is coordinated to the brand’s advertising. Some retailers make as much selling promotions to brands as they do selling groceries to consumers. It’s a great deal for the brands because promotions are so effective at increasing awareness and selling product.
They are so important that it’s not uncommon to see clipboard wielding brand reps in supermarkets checking promo displays. Inspectors are there to make sure the displays are on the shopfloor at the right time and in good places. They do a great job, but a typical promotion will run for weeks in 500+ stores. There’s no way to visit every store and visits only give a snapshot of the situation that day.
This lack of visibility means that promotions are not as effective as they could be. Some displays will not be out in time to benefit from coordinated advertising. Others will be in put quiet areas that don’t see much consumer footfall. Busy stores might run out of stock before the end of the promotional period, leaving sales on the table. It’s in everybody’s interest to maximize the effectiveness of promotions. How can we do that?
Fortunately, technology has an answer. Most promotional displays are built on a reusable carrier called a quarter pallet. Quarter pallets can fitted with a Sensize trackers. The tracker reports when the display arrives at each store, when it is moved onto shopfloor so customers can purchase product from it, and when the empty display is moved back to the warehouse. The data is accurate enough to detect whether the display is a good location – e.g. at the end of an aisle or close to the entrance.
When used on all the displays in a promotion, the Sensize system tells retailers and brand marketeers the exact number of displays on the shopfloor at every participating store for every day of the promotion. They can use this unprecedented visibility to optimize the performance of the promotion. That’s great for the brands because they sell more, great for retailers because it increases the value of their promotion service, and great for consumers because we get our discounts.
Want to find out more, please get in touch...
Sensize Privacy Policy: To protect the confidentiality of your device data, Sensize applications and websites may require you to log in.Sensize may collect usage data about the services you access in order to help us diagnose problems and improve the service. Any information we collect in this manner is used strictly within Sensize and is not shared externally.We do not use tracking or marketing cookies or any similar technology.