Pure Beauty

66% of consumers are pulled in by on-pack promotions

By Becky Bargh | Published: 27-Feb-2018

New research discovers the impact of on-pack promotions in the digital age

Joanne Kimber

Joanne Kimber

Marketing services company Granby has found that despite the rocketing amount of consumers buying online, on-pack promotions still sway consumers to buy.

Out of 1,000 UK customers, 66% said promotions make a brand more appealing to them.

Those aged 25 to 34 are among the most likely to be influenced by a retailer's deals at 77%, while 51% of people aged 55 and over said they are.

The research also found that promotions impact customer loyalty: 68% of shoppers agreed that receiving rewards would influence their commitment to a brand.

Younger generations are among the most likely to be influenced with 79% of 16 to 24 year old's admitting to brand loyalty based on promotions.

Joanna Kimber, Managing Director Granby and Swift Receipt, told Cosmetics Business: "The findings were not a surprise to us, but instead provided solid consumer justification for our actions and advice.

"Promotions should still be a priority as they have a huge impact on the shopper experience, impacting consumers behaviour and buying."

How can retailers engage customers?

Granby found that doing this digitally was among the most favoured ways to engage customers.

The act of uploading a phpto to a till receipt to claim a promotional offer was most popular with participants, with 53% agreeing this would motivate them to redeem an offer.

Kimber added: "Technology provides a real opportunity for brands to be more intelligent when looking to connect with customers.

"Nothing less than really rapid, simple redemption will do and brands need tot ake note of this in order to keep up with the changing market."


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