Sainsbury's decision to buck the trend with bogofs appears to have led to a flurry of me-too activity among its rivals.
The mechanic accounted for a whopping 65% of Sainsbury's featured space promotions last weekend - even higher than the 30% reported in the year to date. Only four mechanics were captured in the multiple: bogof at 65%, x-for-y at 16%, save at 15% and half-price at 4%.
But despite bogofs having shown signs of declining in popularity in other multiples, last weekend Tesco, Morrisons and Somerfield all had bogof as their primary mechanic.
When looking at overall promotional activity last weekend, buy-one-get-one-free offers accounted for 33% of all offers (up from 19% in the first three months of the year), x-for-y 28%, save 24%, half-price 10%, extra-free 3% and special purchase 2%.
A total of 137 brands used the buy-one-get-one-free promotional mechanic last weekend, and of those 68 used it exclusively.
Morrisons used five mechanics last weekend - bogof at 38%, x-for-y at 27%, save at 23%, half-price at 7% and extra free at 5%.
Tesco's bogofs secured 30% of secondary space offers, with save used on 29% of promotions, half-price on 27%, x-for-y on 10% and special purchase on 4%.
Somerfield's activity was more even but again bogof led with 28%, x-for-y accounted for 26%, half-price and save were both at 20% and extra-free took the remaining 6% of offers.
Asda, which scrapped the bogof mechanic in favour of Every Day Low Pricing years ago, showed a huge bias towards x-for-y, with the mechanic accounting for 63% of offers last weekend. Save was used on 31%, special purchase on 5% and extra-free on 1%.
In terms of category activity, bogof was the preferred mechanic in six categories last weekend.
Meat, fish & poultry used the mechanic in 83% of its offers, chilled foods 66%, bakery 63%, health, beauty & baby 55%, chilled dairy 51% and impulse 38%.
The mechanic accounted for a whopping 65% of Sainsbury's featured space promotions last weekend - even higher than the 30% reported in the year to date. Only four mechanics were captured in the multiple: bogof at 65%, x-for-y at 16%, save at 15% and half-price at 4%.
But despite bogofs having shown signs of declining in popularity in other multiples, last weekend Tesco, Morrisons and Somerfield all had bogof as their primary mechanic.
When looking at overall promotional activity last weekend, buy-one-get-one-free offers accounted for 33% of all offers (up from 19% in the first three months of the year), x-for-y 28%, save 24%, half-price 10%, extra-free 3% and special purchase 2%.
A total of 137 brands used the buy-one-get-one-free promotional mechanic last weekend, and of those 68 used it exclusively.
Morrisons used five mechanics last weekend - bogof at 38%, x-for-y at 27%, save at 23%, half-price at 7% and extra free at 5%.
Tesco's bogofs secured 30% of secondary space offers, with save used on 29% of promotions, half-price on 27%, x-for-y on 10% and special purchase on 4%.
Somerfield's activity was more even but again bogof led with 28%, x-for-y accounted for 26%, half-price and save were both at 20% and extra-free took the remaining 6% of offers.
Asda, which scrapped the bogof mechanic in favour of Every Day Low Pricing years ago, showed a huge bias towards x-for-y, with the mechanic accounting for 63% of offers last weekend. Save was used on 31%, special purchase on 5% and extra-free on 1%.
In terms of category activity, bogof was the preferred mechanic in six categories last weekend.
Meat, fish & poultry used the mechanic in 83% of its offers, chilled foods 66%, bakery 63%, health, beauty & baby 55%, chilled dairy 51% and impulse 38%.
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