A study on the perception of promotions by the French was carried out by the Consulting and Technological Services Cabinet Converteo, specializing in business transformation by data and AI, and by pricinghub, SaaS Price optimization solution. It shows that 77 % of them believe that promotions allow them to do good business, But only 47 % consider that they reflect real price reductions. Results which underline the attachment to promotions while highlighting distrust of their real perceived value.
In a context of consumption increasingly influenced by promotional strategies, PricingHub and Converteo presented in early July the results of this study carried out with 700 French consumers from a representative of the population (age, sex, socio-economic and socio-professional class). It highlights consumer polarized purchasing behavior and the categories most influenced by promotions. Consumers are 36 % to say that promotions represent at least half of their purchases, While 60 % declare that promotions often or very often influence their purchasing decisions. The food sector stands out as the most affected, With 66 % of respondents declaring being particularly attentive to promotions in this category. However, This high attention to promotions is accompanied by perceived overloads, especially on online advertising (59 %), e-mail (52 %) and social networks (46 %). So, 42 % of consumers express a feeling of promotional overload, which could potentially dilute the impact of these offers.
The promotion : A double -edged tool
Real activation lever, Promotion allows consumers to discover new products or brands : 56 % of respondents say they have discovered it through an offer, And among them 72 % reiterated their purchase, And this, even excluding promotion. But if the promotion seduces, However, it does not retain. Almost a third of consumers (32 %) Do not hesitate to change brand when a promotion is offered by a competitor. Only 34 % believe that promotions strengthen their confidence in a brand. The study shows that 38 % of consumers judge the personalization of promotions important. However, data protection remains a major issue : 50 % of respondents refuse to share their consumption habits..
The right offer at the right time
"Promotions are a powerful lever, But their overabundance creates a certain fatigue among consumers. Retailers must rethink the frequency and personalization of promotions to maintain their efficiency ”, Jérôme Laurent analysis, CEO and Co -founder of PricingHub. For Rémi Casanova, principal et expert pricing chez Converteo, "These figures reveal a crisis of consumer confidence, more than ever sensitive to the price. For distributors and brands, The challenge is to move from a purely volumetric logic to a management in relation to the return on investment of promotional actions. The fine analysis of sales data and the price perception of consumers must be at the heart of promotional decisions to offer the right offer at the right time ".
