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Research discounts case for low pricing.
(From Off Licence News)
Byline: Graham Holter
Seventy-three per cent of off-licence customers who buy discounted products say they would have bought the drinks even if they had not been on promotion.
That was one finding in SOLTrack's latest consumer research, which monitored the behaviour of shoppers in Threshers, Bargain Booze and Wine Rack.
Eighteen per cent of those questioned in the exit interviews said they had switched from a similar product to take advantage of a deal, while 8% said they had no plans to buy the product until they saw the discount offer. The research also found that: l 65% of customers say they would not be tempted by any type of promotion.
l 49% of people buying promotional goods purchase wine, compared to 29% for lager.
Three-for-two, recently scrapped by Thresher as its principal promotional mechanic, is the most popular deal, favoured by 30% of shoppers who buy on promotion.
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