According to the Hyper-Com Poland report, Blix and Uce Research groups Cash & Carry networks recorded the largest increase in the number of promotional offers – by as much as 26.7 percent. year on year. Commitment to promotions is a response to the growing activity of business clients, such as gastronomy, which returns to regular purchases. Experts emphasize that for this segment promotional newspapers are an important tool both sales and information. Dr Krzysztof Łuczak from the Blix Group notes that growth also results from the need to adapt offers to seasonal market requirements.
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Discount stores came second, which increased the number of promotions by 20.3 percent. year on year. As Dr. Łuczak explains, stores of this type are perceived by consumers as a first -class choice during the search for savings. By intensifying promotional activities in newspapers, discount stores strengthen their position on the market and respond to tightening price competition. Specialists indicate that although discount stores are usually associated with permanent low prices, they focus on communication of price opportunities.
Convenience stores recorded the third largest increase – by 18.1 percent year on year. As Dr. Łuczak notes, the growing popularity of fast shopping close to home is conducive to increasing the number of promotions in this segment. Effective actions in newspapers effectively encourage customers to visit more frequently and build loyalty to the brand.
Who limits promotions?
However, not all industries have focused on traditional forms of promotion. Drogerie and pharmacies limited the number of offers announced in newspapers by as much as 13.3 percent, and RTV and household appliances stores – by 11.8 percent. year on year. According to the authors of the report, these declines result primarily from a change in the form of communication, and not from the complete disappearance of promotional activities. Karina Gręda with Hiper-Com Poland indicates that both categories move towards more flexible and digital tools that are better adapted to today's consumer behavior.
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Experts emphasize that the increased number of promotions is a response to the changing expectations of buyers. Dr Krzysztof Łuczak notes that A larger number of offers in newspapers affect the perception of stores as cheaper, even if consumers do not always remember specific promotions. His opinion is shared by Karina Gręda, according to which promotions – especially in the case of first necessities – are a key factor influencing customer purchasing decisions.
– In my opinion, generally the results of the analysis show that for many customers of various formats – the newspapers have again become the basic source of price information. This means that their role – despite the progress of digitization – still remains real and strong. The key challenge is now precise targeting and quality of offers, not their quantity – sums up Karina Gręda.
