Convenience stores are under-exploiting opportunities to boost sales through in-store promotions, shopping research consultancy HIM has said.
HIM's survey found only a quarter of shoppers noticed in-store promotions. Furthermore, only a quarter went on to buy items on promotion. This was despite HIM's finding that shoppers who buy on promotion spend 60% more than non-promotional shoppers, although they visit stores less frequently.
The HIM survey was generated from feedback by 27,000 shoppers across 30 UK convenience chains during spring 2006.
HIM's survey found only a quarter of shoppers noticed in-store promotions. Furthermore, only a quarter went on to buy items on promotion. This was despite HIM's finding that shoppers who buy on promotion spend 60% more than non-promotional shoppers, although they visit stores less frequently.
The HIM survey was generated from feedback by 27,000 shoppers across 30 UK convenience chains during spring 2006.
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