Efectividad de las promociones en las tiendas de conveniencia

Abstract

In view of the fact that in recent years promotions have been a relevant tool for the retail channel, as manufacturers and retailers have adopted this practice to encourage the consumption of their products and services, the present paper aimed to contribute to studies on promotions; moreover, to serve as a starting point for those who want to know the empirical generalizations of promotional effectiveness and the most relevant type of promotions found by different authors in recent years. In the conceptual framework, it was evidenced that the generalizations gathered in previous research were the basis for the design and development of promotions in mass consumption categories (chocolates and energy drinks) for the convenience store format in Chile. As a fundamental part of this research, different promotional strategies were evaluated through quantitative surveys with frequent consumers of convenience stores, to know the level of attractiveness and purchase intention. In the information analysis, consumer preference for direct discount offers that communicate a percentage discount and unit promotions that communicate a free product was evidenced. The promotional mechanics evaluated, when exposed in convenience stores, had a positive effect on the core business variables, sales, units and contribution margin. Likewise, it was determined that promotional efforts should be focused on unit discounts, where the consumer is driven to increase purchase volumes, generating greater value and thus boosting sales in these formats.