What are the things that come to mind when you think offestivals? Fun, colors, gaiety, cheer, excitement, happiness and SHOPPING!!!The festive season is the time for promotional offers. Come festive season and youcan see promotional offers everywhere. Every one is talking about it. Be itDiwali or Id or Christmas, and it is time for a promotional offer.


The Fibre2fashion team talked to some leading retailers of apparel, textile and fashion products in India and UAE and questioned them on different aspects of promotional offers during the festive season. We have come up with some interesting facts based on theirresponses, which we present before you.


Advertising options


What is the preferred choice of the retailers foradvertising promotional offers?


This is what the retailers had to say:


Print media was the top choice, with 32% of the retailers contactedstating that they preferred advertisements in the newspapers and magazines. Othermediums were the second best choice, with 27% retailers opting for it. Thisincludes advertisements by way of:


  • SMS
  • Flyers
  • Window Display
  • Direct Marketing
  • Internet
  • Advertising companies
  • Hoardings


Improvement in sales due to promotional offers


What do the retailers have to say about the effect of these promotional offers on their sales? Does it actually affect sales? If yes, how much? This is whatwe concluded:


14% of the retailers contacted stated that they found a40-60% growth in sales on account of festival offers, while 35% of theretailers stated a 20-40% growth. 35% of the retailers stated a 10-20% growth,while 35% stated that there was no definite effect on sales due to such offers.


 

Schemes for privileged customers


We asked the retailers whether they offer different schemes for their privileged customers.



41% of the retailers contacted stated that they do not offer any special schemes for their privileged customers. 59% stated that they did offer the benefit of special schemes to their privileged customers, which included:


  • Vouchers
  • Certain companies are planning to implement loyalty card in the near future
  • More Discounts than the regular offers
  • Gift vouchers on purchases worth certain amount
  • VIP invitation cards
  • Special invitation on the first day of the sale


Change in offers


We asked the retailers whether they change the offer or have the same scheme every season. 19% of the retailers contacted stated that they offer the same scheme in every season, while 81% stated that they changed the schemes every season. This is evident from the following diagram:


Number of times


How many times do retailers offer promotional schemes in a year?


Studying the responses received from them, we concluded that 11% of the retailers contacted offered promotional schemes once a year, while 89% offered them more than once a year. The same fact is presented diagrammatically as under:


 

Benefits


We talked to the retailers about the benefits of promotional schemes. The major benefits enumerated by the retailers are:


  • Rise in customer walk-ins
  • Rise in sales
  • Communicating the festival spirit, care and comfort to the customer
  • Opportunity for visual merchandising
  • Stock clearance
  • Rise in visibility



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