The name of the discount. Discount for any period

Design and interior 24.09.2019

Design and interior

Hello! In this article we will talk about promotions to attract customers.

Today you will learn:

How to conduct promotions for;
What types of shares exist and how to come up with a share;
How to calculate stock performance.

What are shares and why are they needed?

During the height of the economic crisis in the country, the issue of attracting new customers is faced by almost every enterprise. The situation is aggravated by the high level in almost all areas of business.

In such harsh conditions, entrepreneurs are forced to resort to the most stringent measures to attract customers. One such measure is sales promotion.

Sales promotion - a promotional tool aimed at a short-term increase in demand with the help of various promotions that stimulate purchase.

Promotions will allow you to achieve the following goals:

Short-term increase in sales volumes;
Capturing market share for the long term;
Attracting new consumers:
Lure consumers from competitors;
Stimulation of large volumes of purchases;
Retaining loyal customers.

Advantages:

Attracting attention to the company, brand and product;
Providing information about the product and the company to potential consumers;
Significant increase in sales during the promotion period;
Rapid response of the consumer to the stimulating effect;
Sales focus.

Flaws:

Short-term exposure tends to increase sales only for the duration of the promotion;
Often rendered Negative influence on the image of the organization. In the event that a high-level company starts selling goods with a discount of more than 70%, it loses wealthy buyers and attracts those who are ready to purchase products only at discounts;
Significantly reduces the profit of the company. Even a 5% discount has a painful effect on the company's profits, which we will talk about a little later.

If these shortcomings do not scare you, then let's move on.

Equity strategy development process

Any activity to attract visitors should begin with the development of a strategy. Stocks are no exception.

The process of developing a sales promotion strategy includes the following steps:

Formation of sales promotion goals;
Determination of suitable stocks, which we will talk about a little later;
Development of an incentive program: designation of the timing of the action, determination of the size of the incentive (budget), determination of the conditions for participation in the action, methods for promoting and distributing the incentive package, developing a mechanism for responding to the action, preliminary testing;
Practical implementation of the incentive program through the use of various promotions;
Evaluation of results.

Types of promotions to attract customers

On the this moment There are a wide variety of stock options available.

The choice of one or another means of sales promotion depends on the following factors:

Activity specifics.
Product type. For example, you are selling Wedding Dresses. It would be strange when buying one to give the second;
Format and location of the store. For example, we own a stall selling pies at the station. Next to us are three more of the same stall. To attract consumers, we decided to hold a promotion. As a gift to a lucky random person, we are providing a coupon for one free pie per day for a month. However, 90% of our consumers are passing through this place and this action will not interest them, and it will not help us resolve the issue with competitors;
Activities of competitors in this area;
The financial capabilities of the company;
Purposes of the action.

Determine for yourself each of these options. Determined? Then we move on to the types of shares.

Discounts

Discounts are the most popular and easiest way. Buyers are happy to buy goods with red price tags. The more you lower the price, the more purchases you get. But be careful. Every percentage of the price hurts the margin of your products.

During the month of discounts, sales increased by 20% and amounted to 148 pies or 2,664 rubles. The margin of a pie for the period of the promotion was: 18-17.3 = 0.7 rubles.

Let's calculate the profit received for the month of the promotion: 0.7 * 148 = 103.6 rubles. Thus, thanks to discounts, we lost 209.4 rubles of profit with an increase in purchases by 20%.

Make it a rule to carry out such calculations before introducing the discount system.

Human psychology is arranged in such a way that he practically does not notice a price decrease of less than 15%. Therefore, a discount of 5 or 10% will not lead to a significant increase in demand.

Discount forms:

Seasonal sales;
Discounts for large volume purchases;
Discounts in honor of a special occasion (customer's birthday, store opening date, etc.);
Discounts for the purchase of a certain category of products.
Discount on defective goods;
Discount on “product of the day”;
Discount when buying at;
Refer a friend discount.

Please note that the introduction of any discount must necessarily be tied to any occasion. If you simply lower your prices, the consumer will think about the quality of your product. It is discounts that tend to negatively affect the image of the organization when they are ineptly applied.

Gifts for purchase

Also a very popular type of action. You can give away both your products and the goods of your partners for the purchase. In the first case, you will again have to calculate the change in sales and profits so as not to go into the red. But the second option is very tempting.

Find a partner company that needs to promote their product or brand and offer cooperation.

Example. Since the idea of discounts at our stall with pies failed, we decided to give gifts for the purchase. To do this, we agreed with the shop opposite that we would attract our customers to their outlet by issuing them a coupon for receiving free tea from them. The store agrees, since the likelihood that a visitor will buy any product from them by going for free tea is very high.

Types of promotion "gift for purchase":

The second product at the lowest price is free;
Bonus from partners;
Lottery;
Discount card for purchase.

Loyalty cards

Almost everyone has several cards in their wallet from their favorite stores. They allow the buyer to benefit from shopping in this store.

There are the following forms of discount cards:

Discount cards- provide the client with a fixed discount. It does not change during the use of this card. Aimed at retaining visitors, their binding to the outlet;
Savings cards- often the amount of benefit depends on the total amount of the purchased goods in monetary terms. The more you buy during the entire period of using the card, the greater your discount. Aimed at increasing the number of purchases and customer retention;
club card- provided to special customers, for example, for a large purchase volume. It carries certain privileges, including: the opportunity to participate in promotions, a permanent discount, gifts.

It is impossible to issue cards just like that, time their donation to some event or determine the conditions.

Here are some options for you:

Shop birthday;
Large purchase volume;
Issuance of discount cards to the first visitors;
Issuance of cards for participation in the competition;
Sale of cards.

Contests and sweepstakes

This type of stock is actively gaining momentum. Hold a prize draw, come up with a contest, the winners of which will receive your products as a gift. This will allow you to increase company awareness and consumer loyalty.

Competitions are of two types:

Companies related to the product. In this case, the buyer, in order to receive a surprise, must purchase a certain amount of goods. For example, buy 10 bottles of soda to collect caps from them and get a prize. Aimed at increasing demand and drawing attention to the company;
Product unrelated. The consumer performs some task, while he does not need to purchase the company's product. For example, a consumer must write a story about their day at school in order to receive a free set of school supplies.

Tasting

As a rule, it is carried out in large supermarkets. At the same time, this type of action is aimed not so much at increasing the sales volume of the product being tasted, but rather at increasing the sales volume of the supermarket as a whole. According to statistics, consumers who have tried a product buy 25% more than they planned in that store.

We will talk about the calculation of the effectiveness of this type of action a little later.

How to come up with a promotion to attract customers

To come up with a promotion to attract customers, you must go through the following steps:

Determine the goals of the advertising campaign. What do you want to achieve? Increasing sales, increasing customer loyalty, attracting new customers or retaining existing ones. Write down all your goals;
Determine the participants of the marketing campaign. Who exactly do you want to influence, who will influence, who will control its implementation. Discounts can scare away wealthy customers from your company and attract consumers in the middle and low price segment. The club card can have the opposite effect. Promoters, salespeople, account managers can influence consumers. The director or administrator will control the entire process. All personnel involved in the action must be prepared: familiarized with the conditions, instructed.
Determine the motives of each participant. The consumer is interested in additional benefits, the seller is interested in a premium or bonuses for nice results, administrator - implementation of the plan, increase in sales. The correct definition of the motives of each of the participants will allow you to effectively manage the process.
Work to identify the needs of your customers. What exactly might interest them?
Think about when your promotion will be most relevant. For example, ice cream in winter will not cause such a stir among consumers as gingerbread cookies and hot chocolate.
Decide on the type of action. It directly depends on the one for which you are running the promotion. It is also important to determine the value of the gift. Remember that a large number of small bonuses attract consumers more than a few expensive gifts.
Make the conditions for participation in the promotion clear and short, otherwise the client will suspect fraud or simply will not study your offer. There should not be too many conditions.
Communicate with your consumer, answer his questions, play with him. This is how you gain precious trust.

Analysis of the effectiveness of the campaign

We have already discussed how to evaluate the effectiveness of discounts; the evaluation of the effectiveness of the introduction of loyalty cards, gifts and contests is carried out in the same way.

Remember that an increase in sales does not guarantee an increase in profits, because you lose on a discount or a gift. In this case, the gift should be considered as a discount in the calculation of efficiency (the value of the gift = the size of the discount).

Example. For the purchase of 5 pies at a time, we give chewing gum. The promotion will last one week. The price of gum is 2 rubles. We will assume that only those who initially wanted to buy them will buy the fifth pie, and we have 10 of 50 people like that per week. Thus, the volume of sales, thanks to the action, will increase by 200 rubles or by 10 pies. Our margin before the promotion was 2.7 rubles. The volume of sales before the action was 90 pies. We consider the profit a week before the promotion 90 * 2.7 = 2 43 rubles.

Let's calculate how much additional profit we will receive due to the action: 2.7 * 10 \u003d 27 rubles. And we will lose: 2 * 10 \u003d 20 rubles. Thus, the action will allow us to increase profits by only 7 rubles.

Now let's learn how to calculate the effectiveness of tastings.

Let's say we hold a tasting of our pies. The promotion will run for 2 days, 3 hours a day. The price of our product is 20 rubles. The cost price is 17.3 rubles.

We plan to cover an audience of 20 people. The number of required pies is 20 pieces. In addition, we need a tray worth 200 rubles and a pack of napkins worth 30 rubles.

Thus, the cost of the action will be 576 rubles.

Let's calculate by the formula: Break-even point = sum of costs/margin = 576/2.7 = 213 pies. We will have to sell such a number of pies according to the results of the tasting.

According to the information dissemination rule, each tasting pie will tell three of his friends about the product, and each of these three will tell three more.

Thus, the maximum number of buyers who will come to the stall based on the results of the tasting will be 180 people. We do not know how many patties they will buy, but according to pessimistic calculations (each will buy only one pie), this number of buyers is not enough. The project is risky.

Examples of the best promotions

Action at the airport.

A couple of years ago, an American airline held a drawing of tours. The conditions were as follows: a person waiting for a flight was offered to press a button, after which the computer randomly determined the country to which the lucky person would go. All travel expenses were covered by the airline.

Free lunch.

One of the Chinese sites held an interesting action. For a month, every hour for 1.5 seconds, a button appeared on the resource page, by clicking on which the lucky person received a free lunch. By the way, the number of visitors to the site for this month increased by 4 times.

An example from Russia.

The Moscow cafe Geocafe holds a promotion every day. Its conditions are as follows: at 18:00 Moscow time, a drawing of a free dinner was held between cafe visitors. The winner was determined randomly. The second and third places were also determined, which received a bottle of wine and a 50% discount on their order, respectively.

Promotion in the store.

In one of the Vilnius denim stores, there was such an action: all customers who came without pants were given free jeans of their choice. As a result, on the day of the action, a line of freebie lovers lined up in the store. However, be careful with such promotions, otherwise you may face legal consequences.

Hello, friends!

Do you know what an "offer" is? The offer is the heart of any selling text.

If he does not have an offer, consider that you doomed your efforts to death. Because without an offer, it makes no sense to send anything.

Speaking in "more Russian" and accessible language, the offer is the offer itself. Not an expression of interest and readiness, but a specific business proposal.

Not a standard praise with basic conditions, but the "backbone" of your interest in cooperation.

The offer is the answer to the question: “What would interest this client in such a way?”

In search of an answer, you are already starting to move away from the stereotyped banality and look for ways.

The oldest type of "offer" (and still works great) is the discount.

Yes, everyone knows the discount.

But very often it is used everywhere and in a row without an absolute understanding of the meaning and rationality.

Although a discount is an “offer”, it should still make sense, and even better, be unique.

In this article, I will show you what discounts are and how they are used in sales.

All of you guys are quick-witted, so I will not chew on what has been swallowed for a long time, and will limit myself to a clear structural annotation for each item.

I say right away - this is not an encyclopedic classification, but a folk one - a field one.

1. Discount for a period - such a discount is established for a certain period. The term limit is an incentive for buyers - they understand that after a certain time, preferential terms will end. I somehow took advantage of this discount when buying furniture for the kitchen. 30% is 30%. Especially when in money such a discount is equated to the cost of a good gas stove.

2. One day discount - let it be a discount for a period, but, nevertheless, I want to highlight it separately. A one-day discount is generally a great “stimulator” of sales. "Only today…"

3. Discount for one item - the meaning is clear: the preferential price applies only to a specific product. Very often, such a discount is accompanied by a time limit. That is, we have a combined discount. Supermarkets often resort to this technique - every week they sell some new product at a discount.

4. Advance Discount- This discount is applied in case of pre-ordering a new product. There is a release date, and there is an offer to pre-order goods on preferential terms, without waiting for the release itself. You probably remember when the online store of the publishing house "Piter" accepted a pre-order for my book "Copywriting mass destruction at a more attractive price.

5. Discount upon reaching a certain amount- a classic retail technique. Do you want a discount? Then buy the goods for some minimum amount.

6.wholesale discount- this is already from the distribution opera. There is a supplier or manufacturer, and there are distributors or large consumers. Discount applies to large orders. The whole scale is often used here. Who orders more goods - receives a more pleasant discount.

7. Accumulative discount- combined view, includes several elements. The meaning is simple and clear: you accumulate purchases for a specific amount - you get a new discount, and so on according to the scale.

8.Cash Discount- I often met abroad, although I see it periodically here, for example: in small stores where they sell Cell phones(market format). Abroad, where cashless payments (plastic cards) reign, you can buy goods at a discount if you pay for it in cash. On the contrary, we can add some percentage to the price (equivalent to the percentage for withdrawing cash from a bank account or card).

9. Personal discount- the most famous format: discount coupon or discount flyer. They can be sent to you by mail, asked to be cut out in a newspaper, or even simply handed out on the street.

10. holiday discount- Have you often received SMS on your phone from some restaurant inviting you to a birthday party with a tempting discount? This is the holiday discount.

11. Discounts when buying online- if you live in Ukraine - go to the Citrus Discount store, look at the prices, and then visit the Citrus Discount online store. You will see that the prices in the online store can be more pleasant. I think it is not necessary to explain the reason for such a move.

12. Melting Discount- the principle of operation of such a discount can be explained as follows: not a fixed discount is applied, but a whole jackal of discounts, the size of which decreases as the deadline approaches. 20%, 10%, 5%...

13. Situational Discount- when I bought myself a winter jacket in the store, I asked the seller for a discount. He answered me: “Good, but only if you buy right now”. A very fair move.

14. Discounts for specific groups- noticed in pharmacies "discounts for pensioners" and in cinemas "discounts for students"?

15. Partner discount- "chip" is often used in network sales. You attract a partner who will recommend you or distribute your products, and in return you offer him to become a buyer on preferential terms.

16. Collective (group) discount boom of 2011. Although I still saw her in London in 2001 when buying tickets to the Madame Tussauds Wax Museum. Gather a group of buyers - and get a discount.

17. Cross Discount- you offer the customer to purchase one (or several) products at a basic price, and an additional product at a discount.

18. Fast payment discount- occurs periodically in b2b sales: the faster you pay the debt, the greater the discount you get.

19. First Purchase Discount- often used by foreign online stores, which send a discount on the first purchase to each new registered user in a welcome letter.

20. Discount-subscription- Relevant for services. The most striking example: fitness clubs and swimming pools. A one-time visit is one price, but you can buy a subscription and visit establishments on more pleasant terms.

21. Additional (bonus) discount- noticed in the stores of children's goods "Chicco". You have a discount card, but the store still offers an additional discount for it. Here, however, there are restrictions on product groups.

22. off-season discount- used in the sale of seasonal goods, for example: outerwear. Have you noticed that fur coats are cheaper in summer? Often, according to such a system, unsold goods in the season come true.

23. Club Discount- discount club system: you purchase a club card and can use discounts in various establishments that are included in the club program.

24. Trade-In discount- you return the old version of the product to the seller and buy a new one with a good discount. An example is car dealerships.

25. confidential discount- there is no need to decipher, we all live, as it were, in one country. There is a contract price on paper, and there is… let's say… another price.

Well, the last discount (for a positive final feature) sounds like this - "discount for beautiful eyes".

Write in the comments what other discounts you would add here.

Discounts represent a reduction in the standard price of a product depending on certain positive or negative purchase conditions for the seller. The discount functions are shown in fig.

Rice. Discount functions

In world practice, there are about one and a half dozen varieties of discounts. The most common of them are shown in Fig.

Rice. The main types of discounts

progressive discount provided to the buyer for the amount of purchase (in value or in kind), the number or series of purchases. There are different mechanisms for the formation of discounts for the volume of purchases of goods (Fig.).

Rice. Mechanisms for the formation of a progressive discount

seasonal discount provided for the purchase of goods outside the season of its active sale.

Discount for faster payment provided when paying for goods earlier than the term established by the contract.

Discount on trial lots of goods is given by the manufacturer to the buyer in order to interest him in a new product.

Special Discounts provided on special occasions (holidays, anniversaries, etc.).

Functional discounts provided by manufacturers to the trade sector for the performance of certain works (layout, pre-sale preparation, storage, etc.).

Trade credit- a discount for the return of an old product purchased from this company earlier, going towards the purchase of a new product.

Complex discounts are a combination of two or more types of discounts.

Hidden discounts given to the buyer in the form of free services, free samples, etc.

markups represent an increase in the standard price of the goods due to the fulfillment of additional requirements of the buyer in relation to the goods (services).

Rates can be set:

for improved quality (in stock trading);

for the urgency of the service;

for the delivery of goods directly to the place of use, etc.

The table below shows the most common types of discounts from the established price, recommended for use in spa practice.

Topic 16. SALES POLICY OF THE COMPANY. SALES PROMOTION. FORMS OF SALES PROMOTION. DISTRIBUTION CHANNELS OF GOODS AND SERVICES.

Sales(distribution, product distribution, bringing the product to the consumer) - an element of the marketing mix that characterizes the activity of a commodity producer aimed at ensuring the physical availability of its products to target consumers. Sales includes the following activities:

Formation of a sales network (selection of distribution channels and resellers);

Warehousing of goods;

Transportation of goods;

commercial operations.

The main tasks of the company's marketing policy are shown in Fig.

Rice. The objectives of the company's marketing policy

When formulating a marketing policy, a firm must answer the following basic questions:

Where and when is it more convenient for the consumer to purchase goods?

What level of service does the consumer expect?

How to interest intermediaries in cooperation?

What will be the marketing costs?

The most likely expectations of consumers regarding the sale of goods:

Finding a product for sale in the right place at the right time in required quantity;

Timeliness of delivery;

Safety of goods in the process of distribution;

Willingness of sellers to quickly replace defective goods;

The readiness of suppliers to meet the individual needs of buyers.

Sales promotion(sales) - incentive measures, as a rule, short-term nature, facilitating the sale of goods (services). Sales promotion is based on the call: “Buy our product immediately." In fact, sales promotion is a complex marketing microprograms created to solve tactical tasks(rice.).

Rice. The main objectives of sales promotion

There are two forms of sales promotion - price and non-price(rice.).

Rice. Forms of sales promotion

Coupons- certificates issued to customers, giving the right to receive a certain discount when purchasing a particular product. There are the following types of coupons:

Included in the packaging of goods;

Distributed by sales agents;

sent by mail;

printed in newspapers;

Distributed through magazines and supplements to them.

The advantages and disadvantages of the main non-price methods of sales promotion are shown in the table.

Why do stores hold sales promotions for goods at reduced prices?
It's no secret that in this way representatives of a trading company increase the profitability of the store, i.e. wishing to earn more, create conditions for the implementation of this. It may seem illogical to someone that by lowering the price you begin to receive more income. However, it depends on how you approach the matter. If, say, you simply drop the price tag much lower than the average cost of a similar product from competitors, then you simply deprive yourself of a part of the profit. However, if you provide a reasonable discount, well calculated, then it becomes a tool that will encourage customers to buy more, return to you, preferring to visit your store as part of their shopping.

Example - how the discount works

For example, you can interest the buyer by saying that when choosing and paying for more than 2 things, he receives a certain percentage of the discount. Thus, even with a slight decrease in price, the income from the sale of two units of the product is greater than if one item were sold. In addition, more turnover!

Let the thing cost 100 rubles. Its cost is 70 rubles. Selling 1 piece per full price you earn 30 rubles, and by selling two at a discount, 90 each, you make a profit of 40 rubles. (more by 10 rubles, this is + 33% profit). The check has become much larger.
The amount of turnover in terms of money is more than 80 rubles. (80%!), and in terms of the number of units sold, not a little, not a lot - 2 times!

This is some simple arithmetic.
Not necessarily everyone will buy more than one thing, having read the offer, everyone has their own reasons for that, but some customers will use it. As a result, you have increased sales, their efficiency without additional expenses and interested customers who will buy from you again, because it is profitable for them to buy from you.

This option is beneficial for both the seller and the buyer. The first earned more, the second saved by buying cheaper. Of course, it is important for the consumer to be able to decide whether he needs the second thing. If this is not the case, then saving turns into waste, an unjustified waste of a personal or family budget.

We have considered an example of the discount mechanism as a tool that helps organize a mutually beneficial deal for representatives of both sides of the trading process.

Options to Benefit from Discounted Promotions

There are a lot of options for obtaining benefits through various kinds of promotions associated with the provision of reduced prices, more than a hundred. A number of them, those that can be found quite often and some especially original ones, will be considered below. Among other things, the materials in this article will help you understand why and how sales are arranged, etc. This, in turn, will make it easier for you not to fall for all sorts of tricks of unscrupulous sellers who announce the so-called grandiose discounts, for example, by inflating prices beforehand. Alas, such numbers are not uncommon.

Discounts on everything and for everyone are constantly held infrequently. If the store does this all the time, then the price includes an additional markup, plus there is weak competition in the sector. Otherwise, to lay an additional margin - to lose competitiveness in terms of prices. Another thing is if competitors give their customers a discount card with discounts on all purchases, then you, as a store owner, will also have to provide your visitors with similar opportunities to purchase goods from you cheaper.

What types of discounts are - the first 20

Consider the examples of discount promotions and their special cases - sales in clothing stores.

By discount card

Sale or gift to a customer who makes a purchase in a store for the first time with a discount card, which involves a cumulative discount or a permanent one, depending on the conditions.

Low prices due to seasonal sale, liquidation of past collections

The seller needs a positive sales dynamics, turnover growth. It is also important that the goods do not stay on the shelves, especially if these are the clothes of the season, which have already crossed their equator, or are even coming to an end. By lowering prices, firstly, you attract the attention of buyers, and secondly, you increase the likelihood that the product will be sold out. It should be noted that the “warehouse is not always liquidated” in this regard. It happens that you just need to get rid of a product that is not sold in any way, for which there is a weak demand.

Discounts on birthdays, company openings, shops

First of all, it is a way to “light up”, draw attention to the store, and at the same time make additional profit from a large number of sales, so that there is something to celebrate a birthday with.

Temporary discounts valid for a specific short period

As a rule, the buyer receives in this case information about discounts to everyone who managed to order before such and such a date, such and such month and year.

Discounts getting smaller every day

We are announcing several days of discounts for the main group of goods, but provided during the entire period of the promotion not in equal percentages, but decreasing according to the scheme: on the 29th - 30%, on the 30th - 15%, on the 31st - 10%.

Discounts when buying more than one item

There may be variations here. The size of the discount may increase depending on the number of items in the basket (2 pieces - 5%, 3 pieces - 7%, from 4 pieces - 10%). Or a simplified fixed option - bought more than one dress - get a 15% discount on everything.

Discounts on purchases over a certain amount

You buy clothes in the amount of 7000 rubles, you immediately get a 15% discount.

Promotions and sales: 33 ideas on how to attract a buyer

You will be surprised: sometimes the buyer is even ready to ... undress in order to receive the desired product. But seriously - you should not be limited to the typical "let's make a discount and let's distribute flyers." There are many options for promotions, even with discounts you can come up with something unusual - and effective.

explored

hypermarket

13. "Now or Never"

14. "Motivated" discount

Promotion in the Calipso store.

Present

Promotion in the jewelry store

19. For the future

supermarket

Half a liter of blood for the iPhone.

"Silpo" and monsters Stikeez

Promotion at the Olvi gas station.

33. Original promotions

There are many ways to attract the attention of buyers - discounts, gifts, free samples and much more, but marketers do not stop generating new ideas and surprising consumers. We studied the experience of retailers from different areas and compiled a list of trade marketing promotions that work.

Discounts in online and offline retail

In mid-2016, marketing firm Nielsen investigated the impact of promotions on shopper choice in grocery stores. The results are impressive. Thus, 51% of 1,000 respondents confirmed that their interest in discounted goods increased over the year. Price reduction is the most common way to attract the attention of store visitors to specific products. However, discounts are different. Along with the traditional seasonal sales in Russian and foreign retail, there are quite creative promo solutions.

The action is often found in fashion retail. It allows not only to increase sales, but also to sell stale goods, receive funds and free up space in the warehouse for new arrivals. Larger events are also referred to as "warehouse liquidation". The mechanism works well - people are ready to buy things from last year's collections at a discount.

Liquidation in the baby store.

This model is used not only by retailers, but also by representatives restaurant business. On certain days and times, the store has big discounts on a specific product or category. Hours are usually known in advance.

However, Simteks, a St. Petersburg home appliances store, took a different path. The fact that on Friday there will be "happy hours" and a 30% discount on Italian household appliances, buyers were informed in advance. But the times change every week. Already for the third time the shops were in a rush from early morning. Marketers coped with the task of attracting customers to inconveniently located retail outlets.

This model is used when you need to attract the attention of a specific audience segment. There are a lot of options - discounts for mothers with children, owners maltese shepherds, pensioners, etc. There are also more creative options - a promotion for visitors in white or customers with green handbags.

"Family" action in "Pyaterochka".

This mechanism is often used by fashion retailers. Girls love to go shopping in companies, so the “bring a friend and get a discount” marketing campaign is in demand, and the discount depends on the number of attracted customers - 5% for one, 10% for two, 15% for three, and so on. Another kind of such promotions is discounts for new visitors - a regular customer passes a coupon to a friend.

Multi-move "Refer a friend" promotion - perhaps too difficult to complete

This is how Alfa-Bank in Belarus attracts customers.

The store makes profitable offers to specific customers. For example, birthday people get a discount on a cake or other holiday products. The large Lenta hypermarket went even further. Personal offers are formed based on the analysis of the purchase history. The client receives information about discounts on goods of interest to him by mail or in an email newsletter.

50% discount on your favorite products in the "Lenta".

The promotion is more typical for online retail. Orders begin to be accepted when the goods are not yet in stock. To encourage buyers to pay in advance, the store reduces the price of pre-order.

Discount for pre-ordering RRD equipment.

The buyer is active - puts likes, subscribes to groups in social networks or e-mail newsletters, writes reviews - and receives a profitable offer. Such actions pursue several goals at once. They stimulate sales, increase loyalty target audience, increase the subscriber base or community in in social networks.

200 rub. to buy underwear in a couple of clicks on the social network.

One of the options is special offers for those who have spent a certain amount in the store one-time or gradually. AT last case the buyer is offered to keep receipts or is given a special card on which the seller puts marks with each purchase. The client receives a large one-time discount or bonus card. The percentage on it can increase as you pass the milestones - 5% for purchases of 5,000 rubles, 7% - for 10,000 rubles. and so on.

More shopping - more discount.

The purpose of the event is to increase loyalty and increase the amount of the average check. Also used to sell slow-moving goods. An example of such an advertising campaign in footwear and accessories stores is a discount on a handbag when buying a pair of shoes from the same collection, in a supermarket - a discount on nuts when buying a package of beer.

Discounted accessories for smartphones and tablets.

This model is often used by grocery retailers. Every day in the store there is a discount on a certain category of goods. To attract the attention of the audience, they come up with creative names - “Fruit Tuesday” or “Meat Friday”.

Discounts on meat in the BIGZZ chain, Minsk.

Such an action good way get rid of stale goods or draw attention to a new one. In order for buyers to better navigate, promotional products are marked. You can use bright stickers or price tags of the appropriate color.

Minus 30% for goods with a "red" price tag.