Food Retailers Urged to Carefully Craft Promotions

UPPER SADDLE RIVER, N.J. Retailers must use promotions not simply to drive volume but to drive incremental volume, industry consultants said last week during a webinar cosponsored by The Food Institute here. Jim Hertel, managing partner at Willard Bishop, Barrington, Ill. the other co-sponsor said promotions and discounts that drive traffic and build basket size can amount to 15% of sales revenues,

UPPER SADDLE RIVER, N.J. — Retailers must use promotions not simply to drive volume but to drive incremental volume, industry consultants said last week during a webinar cosponsored by The Food Institute here.

Jim Hertel, managing partner at Willard Bishop, Barrington, Ill. — the other co-sponsor — said promotions and discounts that drive traffic and build basket size can amount to 15% of sales revenues, “but they may not generate incremental sales, enhance a store's price imag

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TAGS: Marketing