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  4. Winning retail strategies for the digital age – Jumping into the convenience trolley
From promotion to devotion (whitepaper)

Promotional marketing must be convenient

Jumping into the convenience trolley

Part four of our whitepaper entitled 'Winning retail strategies for the digital age'

Convenience is the most important motivation when consumers are looking to claim a promotion.

Over half of all respondents (51%) agree promotions that are hassle free and easy to redeem as all they need to make a claim. The figure jumps to 61% for those aged 45 to 54.

51% consumers say promotions that are easy to redeem is the most important factor

Relevance and a high value prizes are the next most important motivations, with 45% and 43% of respondents listing these motivators, respectively.

Only 11% of consumers aren’t motivated by anything to claim a promotion. This rises to 15% for the 35- to 44-year olds, who are the most reticent age group.

Time-strapped parents care most about the process being hassle free: 55% of parents with dependents aged under 18 and living at home list it as a key motivation.

What this means for brands

Brands must ensure that they cater to this need for convenience by removing any barriers to participation and reflecting the favoured paths to purchase that are highlighted in their own data, in the activation.

They must make the mechanic of promotional marketing as easy to use as possible; simplify the customer journey by minimising the fields for completion, as this will help avoid putting consumers off completing the process.

Next page: No such thing as too much tech

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"We are constantly being bombarded with offers, content and messages, so the challenge now isn’t just to cut through the noise, but also ensure the redemption process is quick, easy and uses the technology we have all become familiar with" - Joanne Kimber, Managing Director, Granby & Swift Receipt.