… is a sequence of promotional messages along the shopper/buyer journey that adds fun, rewards, stimulates excitement and spontaneity and persuades the minds of shoppers/buyers (and even retail therapists!) to reach a tipping point – and buy!
What effect do promotions have on the shopper/buyer?
Put simply: all marketing communications build a shopper/buyer’s mind file, and research shows that six communications are needed along the journey to purchase before the decision to buy is taken! Adding a promotion to each of these communications does what it says above.
Shopper/buyer Insights now show that, unsurprisingly, on the journey to purchase, the shopper/buyer builds up a ‘mind file’ on ...