CPG Manufacturers to Vary Promotional Strategies Based on Consumer Age

As consumer package goods (CPG) manufacturers roll out new products, they typically produce  trade promotion programs. These programs, often run as partnerships with retailers, are designed to convince consumers to try something new. Consumers are well aware of these programs and have definite preferences when it comes to promotions.

Here are the kinds of promotions consumers have used in the past year to get discounts:

 

  • Coupons: 80%
  • Buy one, get one free: 72%
  • Everyday low price: 64%
  • Temporary price reductions: 52%
  • Rebates: 41%
  • Join email newsletter for promotion: 27%
  • Like on Facebook to obtain discount: 18%

Analysts at Consumer Goods Technology, which produced this research, say that manufacturers should pay attention to changing demographic trends. While the traditional promotional vehicles such as coupons remain the most popular for now, interest in digital and social media channels is growing. For example, consumers who are most interested in daily deal sites are between the ages of 26 and 40. In addition, almost half of consumers who clicked “Like” through Facebook, for promotional purposes, were under age 40.

So while consumers clearly appreciate and make use of promotions, manufacturers should use specific strategies to target age groups to maximize their outcomes. In another key research finding, consumers say they want to promotions to stay simple. The least preferred type of store-​based promotions are those which require consumers to purchase items in more than one category to qualify for the discount.

[Source: Shoppers’ Promotional Experience Study. CGT Magazine. 2011. Web. 19 Jun. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.