Promo Evolution

Optimizing your promotions at POS

• A method of understanding the level of demand for different promotional mechanics, the degree of switching that would occur and the impact on share of market.
• Differences between alternative shopper types (e.g. brand users, named retailer shoppers etc.) can be measured.
• The “task” of choosing a product reflects what shoppers actually do - the respondent evaluates several elements (price, brand, pack size, format, promotion etc) “conjointly”.
• Their attention is drawn equally to all attributes, so the promotion is neither emphasized nor overestimated.

Outputs

• Overall impact of promotions versus other levers.
• Share of choice for different promotions and by different competitor scenarios.
• Volume & value shares versus competitor brands/SKUs to show the impact on competitive set.
• Source of volume – where gains/losses would come from in a switching scenario.
• Interactive Simulator spreadsheet model to test alternative scenarios.