Coup with Couponing

Promotional Baromter UGW lists mechanics ranking

In the generally very promotion-active months of March / April, providers and retailers rely on measures that are very effective in sales, such as add-ons, oversizes and multibuy. The ProBar® promotion barometer currently records (www.promotion-barometer.de) an increased increase in couponing campaigns in retail, according to Gernot Lingelbach, managing director of UGW Communication and initiator of the largest promotion database with currently over 12.000 entries.

An increasing number of couponing variants with different characteristics can be observed. As current examples show, there are currently “introductory discounts” directly on the product (e.g. AOK Anti Wrinkle Care with € 1,50 introductory discount); "Instant discounts", such as B. the L'Oréal Elvital promotion with € 1 instant discount or "spring discounts" at z. B. Dove, in the amount of even € 2 when you buy three promotional products worth five euros. What all these discount creations have in common is that they are advertised directly on the product and can be redeemed immediately when paying at the checkout. This suggests that these couponing campaigns are now widely accepted in the food retail sector. According to information from the POS Marketing Report 2010 | 2011, at least two out of three consumers also redeem their coupons - especially women and older consumers (www.ugw.de/studien.phtml).

In addition, there are of course the tried and tested discount coupons in leaflets and handouts (e.g. 3 euros for Globus when buying 4 Procter & Gamble products), with and on the receipt or in the "Better shopping" booklet. Dr. Oetker with the "online discount" for Ristorante Pizza in the amount of € 2.0. The coupon can be downloaded from the Internet and redeemed at the store when buying a pizza. In general, couponing campaigns were implemented more than twice as often in March than in February (+ 2%).

A look at the product groups in ProBar® shows increasing activity between the start of the year and Easter in the body care and cosmetics segment. Numerous multibuy and oversize campaigns can be observed; for example at Globus, real or Plaza

with classic "buy 5, pay 4" campaigns or on the Wilkinson industry site, which are very present with free content for disposable, ladies' and men's razors.

Confectionery is always a very promotional product group. In March, however, there were more than 20 percent fewer promotions than in February, as the seasonal items now have the second highlight of the year with Easter (chocolate Easter bunnies, decorative chocolate eggs, etc.). So that they do not compete against strong promotions, "the manufacturers put the promotion brake on slightly," says Lingelbach. Dairy products, on the other hand, are on the rise, some with atypical product groups at Easter, such as B. the Philadelphia campaign by Kraft Foods with cake recipes to collect for Easter & Co.

ProBar® - Results March / Feb 2011

Source: promotion-barometer.de

Source: Wiesbaden [UGW]