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.
Promo Dynamic (formerly Promotrack in The Grocer) captures all featured space promotions on a weekly basis across Asda, Morrisons, Co-op, Sainsbury, Tesco and Waitrose. Whilst the focus for Promo Dynamic has been on the major multiples, Assosia also research and audit weekly across the convenience, independent, discounter, high street, travel, C&C/Warehouse sector providing insight and analysis across the all channels in one comprehensive report.
As well as capturing the product information from full product description, pack size, pre-promotion price, promotion price and promotional mechanic, we also record the location in store, type of equpiment used for the secondary space, alongside who else is being promoted on the same fixture as you.
With 12 categories and 122+ sub-categories from air fresheners to yoghurts & fromage frais, subscriptions are available by category, sub-category and any time period.
Many of our clients can tap into the Promo Dynamic data at a top line level, complimenting the more in-depth research and in-store auditing commissioned specifically for their own category, allowing them to keep an eye on what categories are promotion where, how frequently and where their longer term strategies fit within that.
For further details on Promo Dynamic or any of our other services, please call Kay Staniland or Gemma Perry on +44 (0)1708 444840 or email promo@assosia.com.
Latest Analysis:
Promotion Locations by Category, Jan-May 2010 vs 2011
The location of featured space promotions is one key element helping manufacturers ensure their products are the most prominently displayed - whilst the depth of saving and promotional offer overall is a key factor - sometimes it can be location, location, location.
Whilst the 'Power Aisle' is seen as the primary location, an obvious other key area for activity is the Foyer - every consumer walks through the foyer to enter the store and space here is very limited.
Only four of the 12 categories increased space in the Foyer area during the first five months 2010 vs 2011 - some surprisingly so, with Bakery, Petcare, Impulse and Household leading the way. The biggest loser being Produce, however, this category showed the greatest increase in space in the Power Aisle - up from 0.7% to 3.7%
The Impulse category (includes crisps, snacks & nuts, carbonated drinks etc), reduced it's presence in the back aisle, but managed to increase activity in the Foyer, Power and Till Aisles.