Discounts drive in-store purchases

Promotions and discounts are a powerful tool for retailers, and with Black Friday just around the corner, an online survey conducted by Synquera may be an interesting reminder of how to spawn purchases of impulse to turn red to black.

According to the report, 86% of shoppers claim to purchase products from stores that have a promotion.  Promotions can also drive loyalty, according to this report, where 93% of consumers say they are loyal to retailers that have sales on products they regularly purchase.

Awareness is key. Retailers need to ensure that they drive awareness of sales to customers. The report states that 85% are more likely to return if they are made aware of upcoming sales on products they’ve purchased in the past. Building a communications system can drive demand. Marketing automation can be a powerful way to connect consumers to sales and promotions. Consumers prefer to receive information about sales and promotions via email (69% stated in report). Building a closed-loop marketing process that includes marketing automation can help to drive demand. Using email with offers and discounts can improve sales for both regular (repeat) purchases and unplanned purchases.