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Price promotions

Published:  23 July, 2008

New research has shown price promotions are not as influential as thought.

A 250,000 survey commissioned by spirit and wine company, Beam, reveals that only one in 10 shoppers claim price is the most influential factor in their choice of purchase.

Brand names and packaging are more important to most shoppers while well-informed wine drinkers are more likely to be attracted to products with a point of difference.

It also says that the beer, wine and spirit aisle is badly laid out, and the potential to convert more visits to sales represents an opportunity for retailers.

See next week's (i)Harpers for a comprehensive report on the new research.