Purpose
There is a need to understand the impact of various promotional activities given the expenditure and
planning behind them. Increasingly manufacturers are also recognizing the need for communication
at the point of purchase and making investments accordingly.
Process
Doing a dipstick or using a continuous panel of regular shoppers to assess impact of various
promotional activities around pricing, in-store communication, and store display and design.
. Window display and free
samples can stimulate need
recognition and start the buying
process. SAKS produces 1200
different window display a year,
with the 5th avenue windows
changing every week
. Retailers encourage impulse
buying behavior by using
prominent POP to attract
attention e.g. When a best buy
shelf-talker sign is placed on
display with the item, Impulse is
triggered by suggesting
complimentary purchases
. Retailers have specific strategies
to tap cross-shoppers (willing to
buy premium price on some
products and discounted prices
on other products)
. Usage of stimulation, social
experience, status and power,
self reward . for tapping into the
HEDONIC shopper
