The rise of obesity in the UK is increasing at an alarming rate, with 1/3 of children being classified as either overweight or obese by the time they start secondary school1. The government has decided to tackle this in numerous ways including bringing out new legislation on HFSS products.
Currently, volume promotions are a simple and effective way to increase purchases in HFSS products. This new legislation restricts volume promotions (including multibuy promotions, extra free promotions, free refills on sugary drinks) and location promotions (checkout areas, end-of-aisle displays & store entrance displays). Although this first may present a challenge for HFSS brands this also creates an opportunity to trial new exciting sales promotions and boost profits by experimenting with healthier product line alternatives alongside decreasing their sugar tax contributions (sugar tax legislation, 20182).
Trialing Sales Promotion Alternatives
Although volume promotions will no longer be permitted there are plenty of effective alternatives to trial. All the below can be tailored exactly to your needs and you can also add a digital element to your physical product.
According to Lyfemarketing “71% of consumers who have a positive experience online are likely to recommend the brand to their friends or family”3. How about running your next promotion using an online platform? Get in touch with us, to find out how your campaign can benefit from a digital aspect.
Online scratch and win promotions/ instant win/ peel to win / scan to win
The traditional scratch and win promotion is a great way at grabbing consumer attention. Adding an opportunity to win a free prize is fantastic at attracting customers to purchase.
So why should you offer a scratch and win campaign to your customers? It’s fun and exciting and perfect for rewarding your loyal customers - afterall there’s a reason why it’s a proven mechanic at getting people to engage!
A digital element can be easily integrated with a QR code or web link placed on your product allowing customers to interact with your brand online. This can allow your promotion to reach a wider audience and can persuade more to purchase. Equally, a simple share or send to a friend link can be added allowing more people to interact with your brand.
Click here to find more about the digital promotions we offer or send an email to [email protected].
Coupons/Web Coupons
Coupons are a great way to reward your loyal customers with an added incentive to purchase. Not only do we assist with coupon clearing, we also create web coupons. A personalised digital print-at-home coupon can easily be integrated with your brand. Webcoupons offer many benefits such as allowing you to have more control and data over your coupons i.e. we can limit set limits on the number of coupons, or how many times a coupon can be printed. We can also set it up so if a person doesn’t have access to a printer they can redeem and we will post the coupon directly to the consumers’ door.
Click here to find out more about our Coupons & Web Coupon services.
Don’t hesitate to get in touch with our team at MRM to discuss which sales promotion might be best for your business and our tips for making it successful. Our internal IT team allows all your promotions to be created and run smoothly in one place. Get in touch by calling Helen on 01858 414767 or email [email protected]
Coming soon – blog: Best sales promotion which assists in penetrating the market quickly with a new product line.
1. www.rcpch.ac.uk
www.legislation.gov.uk
3. www.lyfemarketing.com