Promo Dynamic
Who would use this service?
- Retail and Manufacturer Promotions Teams
- Brand and Category Managers
- Market Research Agencies
- Advertising Agencies
- Retail and Manufacturer Insight Teams
- NPD - Research
Assosia have been researching and producing the weekly promotional article for The Grocer magazine since January 2006.
As a result of this, Assosia have developed Promo Dynamic (formerly Promotrack in The Grocer) which captures all featured space promotions on a weekly basis across Asda, Morrisons, Somerfield, Sainsbury, Tesco and newly added Waitrose.
As well as capturing the product information in terms of full product description, pack size, pre-promotion price, promotion price and promotional mechanic, the team also record the location in store and what type of secondary featured space the promotions were ranged on.
With 13 categories and 102 sub-categories from air fresheners to yoghurts & fromage frais, subscriptions are available by category, sub-category and time periods.
Subscription service will be available from January 2010, for further details please call Kay Staniland on +44 (0)1708 444840 or email promo@assosia.com.
Example Analysis
The amount retailers allocate to featured space promotions continues to increase year on year. A review of the number of offers within each category, and the amount of space allocated to them for Q1 for the last three years is shown below.
Of the 12 categories shown, there are some clear winners and losers. Chilled Dairy saw a resurgence in activity in 2009, however, this has now dropped back to almost 2008 levels, whilst Chilled Food has continued to decline year on year.
Bakery, whilst still a relatively small category, has increased it's share and offers each period.
The Average % saving, calculated using the average of the total pre-promotional starting price of goods vs their total % and £ saving, shows a steadying decline in the % saved in most categories. Two categories bucking this trend are Health, Beauty & Baby and Household Goods.
The Impulse category, comprising such products as crisps, snacks & nuts as well as carbonated soft drinks, has increased its share year on year with only a small decline in March 2010, however, the % saving which dropped in 2009, is starting to show signs of increasing.
For additional information and to discuss how Promo Dynamic can help understand and track featured space promotional activity across Asda, Morrisons, Tesco, Sainsbury, Somerfield/Co-op and Waitrose, please contact services@assosia.com or contact Kay Staniland or Gemma Perry on +44 (0)1708 444840.