Case Study
Face-to-Face Consumer Interviews For Havering Council
\r\noffering you all the retail insights to\u2026","icon":"iconNewprojectuZonline","slug":"online-price-promotion-tracking","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform","products":[{"id":2807,"title":"Online Price & Promotion Platform","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform"}]},"insight":{"id":4,"title":"Insight","subtitle":"Through our range of services and programmes, Assosia can provide you and your
\r\ncompany with the insight you need to plan your pricing and promotional strategies, in-store
\r\nactivities and keep ahead of your competition.","icon":"iconProjectGraph","slug":"insight","url":"https:\/\/www.assosia.com\/services\/insight","products":[{"id":2807,"title":"Online Price & Promotion Platform","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform"},{"id":1873,"title":"Retail Competitor Analysis","url":"https:\/\/www.assosia.com\/product\/retail-competitor-analysis"},{"id":100,"title":"Price & Promotion Tracking In-Store","url":"https:\/\/www.assosia.com\/product\/price-promotion-tracking"},{"id":104,"title":"Consumer Insight","url":"https:\/\/www.assosia.com\/product\/consumer-insight"},{"id":105,"title":"Consumer Research For Retailers","url":"https:\/\/www.assosia.com\/product\/consumer-research"},{"id":106,"title":"Retail Market Research","url":"https:\/\/www.assosia.com\/product\/retail-market-research"},{"id":107,"title":"Promo Dynamic Surveys","url":"https:\/\/www.assosia.com\/product\/promo-dynamic"},{"id":108,"title":"Mystery Shopping Services","url":"https:\/\/www.assosia.com\/product\/mystery-shopping"},{"id":109,"title":"Online Consumer Surveys","url":"https:\/\/www.assosia.com\/product\/online-consumer-surveys"}]},"retail-auditing":{"id":5,"title":"Retail Auditing","subtitle":"Working in collaboration with both retailers, manufacturers and suppliers, Assosia are able to provide full retail auditing solutions including in-store monitoring and compliance services, all to meet your exact needs.
\r\n","icon":"iconProjectSearch-engine","slug":"retail-auditing","url":"https:\/\/www.assosia.com\/services\/retail-auditing","products":[{"id":111,"title":"Retail Audits","url":"https:\/\/www.assosia.com\/product\/retail-auditing-company"},{"id":112,"title":"Promotional Compliance Audits","url":"https:\/\/www.assosia.com\/product\/promotional-compliance-audits"},{"id":113,"title":"On-Shelf Availability Studies","url":"https:\/\/www.assosia.com\/product\/on-shelf-availability-studies"},{"id":114,"title":"Retailer Range Reviews","url":"https:\/\/www.assosia.com\/product\/retailer-range-reviews"},{"id":115,"title":"Merchandising \/ POS Placement","url":"https:\/\/www.assosia.com\/product\/merchandising-pos-placement"},{"id":102,"title":"Retail Analysis","url":"https:\/\/www.assosia.com\/product\/retail-analysis"}]},"benchmarking":{"id":6,"title":"Retail Benchmarking","subtitle":"Focus on brand positioning, gap analysis & sales vs space studies","icon":"iconProjectRuler","slug":"benchmarking","url":"https:\/\/www.assosia.com\/services\/benchmarking","products":[{"id":116,"title":"Range Benchmarking","url":"https:\/\/www.assosia.com\/product\/range-benchmarking"},{"id":117,"title":"Competitive Price Benchmarking","url":"https:\/\/www.assosia.com\/product\/price-benchmarking"},{"id":118,"title":"Space vs Sales Studies","url":"https:\/\/www.assosia.com\/product\/space-vs-sales-studies"}]},"quality-assurance":{"id":7,"title":"Quality Assurance","subtitle":"Total support for crisis management, product recalls & customer complaint management","icon":"iconProjectProtected","slug":"quality-assurance","url":"https:\/\/www.assosia.com\/services\/quality-assurance","products":[{"id":119,"title":"Retail Crisis Management","url":"https:\/\/www.assosia.com\/product\/retail-crisis-management"},{"id":120,"title":"Product Recall Assistance","url":"https:\/\/www.assosia.com\/product\/product-recall-assistance"},{"id":121,"title":"Customer Complaint Collections","url":"https:\/\/www.assosia.com\/product\/customer-complaint-collections"}]},"sampling-monitoring":{"id":8,"title":"Product Sampling and Monitoring","subtitle":"We are global specialists in product sampling and competitor monitoring. We go to stores and collect product samples so our clients can accurately evaluate their national and international brand integrity. Our in-depth analyses also provide critical insights for new product development (NPD) initiatives and trade age studies.","icon":"iconProjectEye","slug":"sampling-monitoring","url":"https:\/\/www.assosia.com\/services\/sampling-monitoring","products":[{"id":123,"title":"Product Sampling Across Global Trade Markets","url":"https:\/\/www.assosia.com\/product\/global-trade-sampling"},{"id":124,"title":"Global Ad-Hoc Product Procurement","url":"https:\/\/www.assosia.com\/product\/global-ad-hoc-product-procurement"},{"id":125,"title":"Product Retrieval","url":"https:\/\/www.assosia.com\/product\/product-retrieval"},{"id":126,"title":"Competitor Monitoring and Sampling Activity","url":"https:\/\/www.assosia.com\/product\/competitor-monitoring-and-sampling"},{"id":127,"title":"Finished Product Quality Monitors","url":"https:\/\/www.assosia.com\/product\/finished-product-quality-monitors"},{"id":128,"title":"Product Trade Age Studies","url":"https:\/\/www.assosia.com\/product\/product-trade-age-studies"},{"id":129,"title":"New Product Development","url":"https:\/\/www.assosia.com\/product\/new-product-development"},{"id":130,"title":"Sensory\/Evaluation Testing","url":"https:\/\/www.assosia.com\/product\/sensory-evaluation-testing"}]}};
Shoppers are saving less on big brands as bogof and half-price deals continues to decline.
Most of the UK’s top 10 biggest-promoting brands offered lower average savings on featured space promotions in April 2019 versus April 2018, while supermarkets also scaled back savings on own-label deals by 4% [Promodynamic Brands: 4 w/e 28 April 2019].
Only Kellogg’s and Colgate increased average savings year on year, by 0.8 percentage points and 3.3 percentage points respectively.
“The continued decline of bogof and half-price deals, down by 0.4% and 2.4% respectively, is an indication that brands are holding back on the overall promotional offer,” says Assosia director Kay Staniland. “Most ‘save’ promotions offer less than 30% savings on average, as do x for y deals.”
There was a slight increase in the number of x for y deals, which accounted for 18.2% of total featured space promotions last month, but single-product price cuts “continue to dominate”, says Staniland, accounting for more than 81% of all deals.
Most brands also scaled back the number of featured space promotions in stores compared to April last year, with only Cadbury (+3.92%), Coca-Cola (+53.9%) and Kellogg’s (+16.7%) increasing their offers.
However, this could reflect the earlier Easter this year, which pushed up promotions in the previous four-week period,” suggests Staniland.
“The temporary spike in promotional activity on featured space locations in store in the previous month may have seemed like a return to the old days of cramming as many promotions into those locations as possible,” she adds.
“However, with an earlier Easter taking place and the ‘impulse’ brands and retailers putting offers on earlier and earlier, it’s no real surprise to see a big drop in the number of offers from those brands in the weeks after the Easter break.”
Despite the overall decrease in featured space promo activity, own label increased offers by almost 14% year on year.
4 weeks to 28/04/2019 | ||||||||
Ranking | Rank last month | Brand | Number of promotions | Increase / Decrease on previous month | Increase / Decrease on previous year | Average % saving | Average savings % change m-o-m | Average savings % change y-o-y |
1 | 1 | Cadbury | 502 | -31.70% | 3.93% | 31.3% | 3.3% | -1.1% |
2 | 2 | McVitie’s | 247 | -16.84% | -4.26% | 34.5% | -0.5% | 0.0% |
3 | 4 | Birds Eye | 186 | -12.26% | -3.13% | 26.5% | -4.0% | -3.6% |
4 | 5 | Nestle | 166 | -13.54% | -2.92% | 29.6% | -0.9% | -1.6% |
5 | 12 | Coca-Cola | 157 | 38.94% | 53.92% | 22.9% | 0.3% | -3.2% |
6 | 3 | Walkers | 150 | -34.21% | -11.24% | 31.4% | -0.8% | -2.4% |
7 | 6 | Mars | 138 | -26.20% | -6.76% | 34.5% | 3.5% | -2.7% |
8 | 8 | Heinz | 116 | -16.55% | -7.94% | 22.9% | -1.2% | -1.9% |
9 | 10 | Kellogg’s | 119 | -2.46% | 16.67% | 35.1% | 0.8% | 0.8% |
10 | 14 | Colgate | 100 | 16.28% | 26.58% | 39.1% | -2.6% | 3.3% |
Total o/l | 1472 | 13.76% | -0.88% | 20.9% | -0.2% | -4.0% | ||
Total brands | 8704 | -13.80% | -2.56% | 29.3% | 0.2% | -1.6% | ||
Total | 10176 | -10.67% | -2.32% | 28.1% | -0.1% | -1.9% |
Published in The Grocer, 16 May 2019