Promotions bridge divide between brand and retailer

With grocery retailers fixated on price and brands looking for ways to push their values and benefits, never have two sides been so far apart in the same discussion. In this age of austerity, sales promotions might just bridge the gulf between these two sets of contrasting and competing objectives (MW 30 June).

Brands and retailers need to take much more of a collaborative approach to its promotional activities to find the shared benefits. They share the same customers, so why not share the same problems? Retailers need to build the brand’s experience beyond price, while brands need to stop fighting to get their story and values at the fixture retailers’ restrictions are fierce and enforced, it’s a waste of time.

Rather, brands should focus on the stuff they can control, such as pack designs, sales promotions and operations. Think about the role of integrated sales promotion campaigns they’re interactive, act as a point of difference and are the trigger to buy.

The boring fact is price promotions will continue to dominate. Brands and retailers need to plug the gaps with something motivating, something with personality and something close to everyone’s hearts that results in greater profitability.

Ian Humphris
Managing director, Life Agency