Are we just saying bogof to loyalty?

I am in agreement with the IPA that we need to focus on value-added promotions for customer loyalty, rather than price (MW 11 June).

Time and again at Granby, the most successful promotions always have a certain delight factor, an added value to the consumer that is relevant to their lifestyle. But with the economy being as it is, it is difficult to compete with a brand that simply discounts.

However, the question remains/ what will happen to these brands once times start to look a bit brighter? We recently conducted some research that found that 87% of people would switch brands for a price discount or BOGOF – what does this say about the future of promotions?

For the industry to progress and start creating “brand loyals” again we need to increase data insight and consumer interaction, or we may as well just shut up shop.

Stephen Bentley
Granby Marketing Services

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here