Sales Promos As Repeat Purchase Drivers
July 17th 2007 10:08
What sales promo efforts that triggers the consumers repeat purchase habit? Marketers now believe that "continuity and loyalty programs" like Pizza Huts Palm Card promos and "pack-in" promo, premium ad coupon are good repeat purchase drivers.
Continuity programs have the promo objectives that are focused on repeat usage and patronage. Experienced marketers do not consider the second purchase as a true repeat purchase but as a mere "retrial" purchase. They look at the second purchase as just curiosity on the part of the consumer if what she bought in the first purchase has still the same quality. The third promo induced purchase, the consumer wants a final check and validation. it is only on the fourth purchase that marketers believe the consumer becomes persuaded that the product is worth her "continuity" or "loyalty" patronage.
Here's some tips from marketing experts on how to find out what makes sales promos effective as repeat purchase drivers :
1. Find out the reason for the repeat purchase. Is it the satisfying experience with the product, or because of another promo. If the reason is the product, then that's a plus. If it's because of another promo, then that's a minus, and probably your product won't sustain a repeat purchase.
2. Find out if consumers will perceive your sales promo as "cheap". If they do, then that's a minus, and if they do not, then that's a plus toward a sustained repeat purchase.
3. Find out if consumers consider your product as low involvement or high involvement. If low involvement, that's a plus because each repeat-purchase inducing promo leads the customers towards forming a repeat-purchase habit for the brand. If it is high but is accompanied by a negative attitude towards the sales promo, then that's a minus for sustaining the repeat-purchase.
Continuity programs have the promo objectives that are focused on repeat usage and patronage. Experienced marketers do not consider the second purchase as a true repeat purchase but as a mere "retrial" purchase. They look at the second purchase as just curiosity on the part of the consumer if what she bought in the first purchase has still the same quality. The third promo induced purchase, the consumer wants a final check and validation. it is only on the fourth purchase that marketers believe the consumer becomes persuaded that the product is worth her "continuity" or "loyalty" patronage.
Here's some tips from marketing experts on how to find out what makes sales promos effective as repeat purchase drivers :
1. Find out the reason for the repeat purchase. Is it the satisfying experience with the product, or because of another promo. If the reason is the product, then that's a plus. If it's because of another promo, then that's a minus, and probably your product won't sustain a repeat purchase.
2. Find out if consumers will perceive your sales promo as "cheap". If they do, then that's a minus, and if they do not, then that's a plus toward a sustained repeat purchase.
3. Find out if consumers consider your product as low involvement or high involvement. If low involvement, that's a plus because each repeat-purchase inducing promo leads the customers towards forming a repeat-purchase habit for the brand. If it is high but is accompanied by a negative attitude towards the sales promo, then that's a minus for sustaining the repeat-purchase.
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