According to a recent Nielsen survey “On-Sale” Items and “Coupon” purchases are at record highs.
Retailers are seeing this trend across the country. It’s having a noticeable effect on virtually every category and size of retailer.
70% consumers are buying items “On Sale”
59% consumers are using “coupons”
37% consumers are shopping at “value retailers” such as dollar stores & super centers
35% are purchasing Value packs
25% are shopping closer to home or work
18% are switching to cheaper health & beauty products
17% are purchasing smaller packages with a lower unit price
However, this is actually good new for retailers who understand direct marketing. The climate is ripe for great direct mail response.
In this economy customers welcome relevant and timely direct mail offers. They will respond to credible offers and incentives that have true value.
Just make sure you offer real incentives and real value.
In direct marketing, incentives have always worked well, but they work only when they are “real” incentives. Plus make sure that your “offer” is exclusive to the promotion and custom to the media. When you offer the same incentive on TV, Radio &/or Newspaper the offer can be diluted and your project will under perform.
When a customer feels that their particular “coupon” is really not necessary to actually receive the advertised offer, they will perceive it as worthless. Remember don’t use direct mail advertising as “branding”. Use it correctly as a sales tool and it will bring in much needed revenue.
The Direct Mail Coach 