Study • 23.11.2017

Promotions just as important to UK customers as product quality

Study finds that promotions are a key factor in customers’ purchasing decisions when buying home and kitchen appliances

red balloons with sales promotion text
Source: Gabi Schoenemann / pixelio.de

When it comes to buying home and kitchen appliances, British consumers admit that the right reward is just as important to them as quality of product. The independent study of 2,000 British adults, commissioned by 360insights, found that 17 percent of consumers said their purchase decision was driven by a promotion, the same amount that identified product quality as the reason for their purchase.

The only factor deemed more important to consumers was product price, with 23 percent of respondents pinpointing cost as the main factor. The report also found that the internet is the most common place for consumers to find out about promotions and incentive programmes attached to home and kitchen appliances. 55 percent of respondents said that they heard about promotions online, as opposed to only 29 percent that had discovered them instore.

John Bird, UK General Manager at 360insights, said: “This research shows that rewards programmes are at the forefront of a consumer’s mind when purchasing home and kitchen appliances. With customers willing to substitute product quality for a reward, brands not offering an incentive programme run a serious risk of losing customers to rival brands that do.”

“This is worrying for brands that are spending considerable budget getting a customer to the point of purchase, just for that customer to switch to a competitor offering a promotion or reward. The brand is, effectively, spending money in creating demand that a rival company ends up benefiting from.”

“It is clear that consumers are wanting to get more for their money. The research shows that consumers main consideration is price. This proves that a good price point in the market combined with a well-thought-out reward programme really does influence the buying decision of the customer.”

“I think the most alarming fact for those missing out, is not just losing out on a sale, but losing out on a customer and an advocate. Frustratingly for those in this position, they have clearly done everything else right to get the customer so close to the point of sale, only for it to be snatched away at the last minute.”

Advertisement
Source: 360insights

related articles:

popular articles:

Thumbnail: Photo: Bizerba‘s Pro Series

Company News • 14.06.2018

Bizerba‘s Pro Series

Increased Performance and New Design

Thumbnail: Photo: Asia convenience channel set to grow 6.6 percent a year to 2022...

News • 18.04.2018

Asia convenience channel set to grow 6.6 percent a year to 2022

Results from a survey of the top ten Asian convenience retailers

Thumbnail: Photo: Encouraging retailers to introduce voluntary plastic bag charging...

Support • 03.04.2018

Encouraging retailers to introduce voluntary plastic bag charging

Retail trade bodies have launched new materials to help small stores introduce a plastic bag charging scheme

Thumbnail: Photo:  Innovative technologies for fashion retail...

Company News • 12.06.2018

Innovative technologies for fashion retail

Detego showcases in Future City Langenfeld

Thumbnail: Photo: Goodbye cash – or maybe not? Germany’s relationship with cash and...

Commentary • 03.04.2018

Goodbye cash – or maybe not? Germany’s relationship with cash and credit cards

Electronic payments are on the rise – cash payments continue to decline. Is that a sign that Germany will soon abolish cash? That‘s quite unlikely.

Thumbnail: Photo: Online growth among housewares buyers extends to adjacent categories...

News • 05.04.2018

Online growth among housewares buyers extends to adjacent categories

“E-commerce has changed the way consumers shop for home products” (Joe Derochowski, executive director at NPD)

Thumbnail: Photo: It’s all about the right fabrics: an industry sector is entering the...

Interview • 15.03.2018

It’s all about the right fabrics: an industry sector is entering the digital age

”Research online, purchase offline has edged its way into the world of fabrics.“ Interview with Sven-Hendrik Timmermann from JAB ANSTOETZ Group

Thumbnail: Photo: APG Cash Drawer names POS industry veteran Nigel Ball as Vice President...

Company News • 04.04.2018

APG Cash Drawer names POS industry veteran Nigel Ball as Vice President of Sales

Global cash management solution manufacturer hires sales veteran to expand sales activities, reach, engagement and market share in North America

Thumbnail: Photo: German retailer roll-out of NCR self-checkouts...

Company News • 01.06.2018

German retailer roll-out of NCR self-checkouts

Kaufland creates new flexibility for changing customer shopping habits

Thumbnail: Photo: Millennial parents shop differently

News • 04.05.2018

Millennial parents shop differently

NRF study finds varying shopping behavior in generations of parents

Supplier

Detego GmbH
Detego GmbH
Hans-Resel-Gasse 17a
8020 Graz
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Bizerba SE & Co. KG
Bizerba SE & Co. KG
Wilhelm-Kraut-Straße 65
72336 Balingen