Retail Promotional Activity: Customizing in time, each event, each moment, each channel
Retail promotional activity analysis between July and December in Spain. PromoMap, promotional activity management optimization tool. More than 11,800 communication actions in 20 fashion retail chains in Spain analysed.
Confluence between events and seasons
Seasonal concept is replaced by the individual strength of each of the retail calendar promotions.
Strong predominance of common external events vs thematic campaigns by brand and chain
Although seasonal events are common, the attributes of each brand are reflected not in the concept of each event but in the execution in the different channels of the retail calendar.
Highlights the growing importance of Black Friday compared to other promotional events
Specially, for the strong digital communication and its materialization in aggressive actions of % Discount.
An aspirational communication opportunity is detected at the beginning of the season
Not used at the same level of aspirational communication compared to the rest of events.
It is essential for the chains to find the balance between aspirational and price communications in each of the events
Zara focused on aspirational content, specially strong at the beginning of the season, such as winter.
Primark with its aspirational communications adds value to the brand, 8 out of 10 messages are aspirational.
Inside Price communications, it outstands the usage of % Discount and unit selling price
Highlights the % Discount on half of the analysed price actions, being “50%” the most communicated discount and “70%” the maximum discount. Usage of unit selling price relatively upwards, highlighting its application in some players such as Primark, Decathlon and Alcampo. Low number of actions related to multipurchase, currently represents 10% of communications, highlighting its greater relevance in “back to school“ event.
Promotions with an omnichannel nature
Retail promotional activity is not channel exclusive, same promotions converge in different channels.
The store continues to have an essential role in price type communications…
… specially in the first third of the store and in communications in central fixtures, reserving the perimeter mostly for aspirational messages.
The e-Mail continues to have strength in chain’s communications
Represents 15% of the total number of communications with a similar breakdown between aspirational and price, with reatilers such as Mango where it doubles its weight amongst all the communications.
In Social Netwoks, 9 out of 10 communications have an aspirational content
Facebook has, relatively, a greater weight in price communications. There is a strong growth in the use of Instagram in communications. Primark makes the most profit from the Social Network (83% of communications are through this channel).