The most recent benchmark data from Accuris indicates that, in the UK, cannibalisation wipes out, on average, 17% of the additional sales volume created by promotions.
The strategies to reduce the cannibalistic impact of promotions should include:
Avoiding shallow discounts,
Stopping ‘one size fits all’ promotions,
Refraining from single unit promotions
Circumventing promotions leading to a downgrade in purchase weight or value.
Read the entire analysis on Linkedin where we detail which categories are most affected, what conditions make cannibalisation worse and how to reduce unwanted cannibalisation.
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