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No notes for slide. Promotion to purchase in the Netherlands 1. Your customers are fickle.
Any product they want to buy is there at their finger tips, with no barrier to finding the best deal. So how do you win their business?
Are they tailoring their approach to what we have found consumers want? How effective are their promotion strategies? Critically, you will learn how you can apply the results to optimise your own promotions strategy to drive consumers to purchase. Methodology The top 20 Dutch retailers we scored for this report were taken from the latest Twinkle From the Top online retailers list, ranked on revenue per holding, we took the first twenty websites listed. Giving us a good mix of both big and small retailers.
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Holdings headquartered outside of the Netherlands were excluded. During a period of four weeks over February and March , we scored each retailer across criteria that included both the types of promotions they were undertaking and the channels used to reach customers. We also only scored for the types of promotion listed here, specifically ignoring more generic sales or percentage discounts. We were also looking to study types of promotions and their purpose, with generic discounts or sales being so broad they would be hard to analyse in this manner. The findings We have noted in our methodology that our scoring was conducted as scientifically as possible, however it must first be acknowledged that naturally there is an element of subjectivity to the nature of scoring promotions in this way.
So for this reason our findings have to come with a small caveat. That said we were able to use them to draw out some interesting analysis, as much as it must be considered with this pinch of salt. So without further ado… www. A mix of retailer categories performed very well, with department store, supermarket and consumer electronics all represented in the overall top five The category department store did exceptionally well Blokker.
Followed closely by AH. Vertical performance www. In the case of supermarkets, drug store, liquor store, telecom and a few special interest stores we had too few retailers to reasonably draw any conclusions, but we were able to make some broader observations about the following categories. Consumer electronics Our consumer electronics retailers are the biggest group in this report.
But out of the ten only one of them, Coolblue. Looking at email promotions, these retailers were amongst the poorest. Looking at promotions through the website we see that this group focusses heavily on this channel. All of the retailers use social media for promotions, but looking at the overall scores it is the second channel.
Department stores Four out of our top 20 online retailers belong to this category. Three of them, Blokker. In regards to promotion by email Bol. And three, Bol. In social media promotions this category is strong as well.
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Promotion types Given the possible differences between consumer preferences and their actions, what are brands doing with regard to the types of promotion they are using? Verloopt vandaag. Exclusief Verloopt vandaag. Verloopt over 8 dagen. Wij bieden deze regelmatig aan op deze pagina.
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