Check out the arguments that appeal to today's consumers
Reducing the price of a product or service is still the most popular form of promotion among Polish consumers, although its popularity has declined by 14 p.p. compared to the previous study. Two out of three respondents currently declare using this option – according to the Promotion Monitor prepared by ARC Rynek i Opinia.
Among the forms of promotion that are increasingly popular with consumers were noted: the opportunity to receive a second product/service free of charge, tastings, contests, invitations to parties and sponsored events, and refunds in case of no results.
More than 4 in 10 respondents (44%) admitted that promotions make them buy more than they originally planned. For one in five respondents, selling products at promotional prices creates distrust.
Two out of three respondents claim that buying a product or service at a promotional price is a source of satisfaction for them. More than half of the respondents declare that while shopping they try to choose products which are currently on special offer.
Compared to 2017, the rate of people who had negative experiences with promotions has doubled. Some of the most annoying problems are: unavailability of promotional products, unclear/unfair promotion rules, contract default and expired products.
Generation Z's new habits
Product delivery options and potential related fees are an extremely important factor for Generation Z representatives (16-24 year olds). 71% of these shoppers are willing to increase the number of items in their shopping carts to get free delivery, according to Great Expectations: Shipping, CX & Gen Z developed by Neopost Shipping using data from the US, UK, France and Australia.
Not being able to choose a convenient form of product delivery also has a significant impact when completing a transaction. As many as 98% of Generation Z say that if their preferred delivery option is not available, they are willing to abandon their shopping cart to look for other options. 44% of them then go to a competitor's website, one in three plans to visit the store of the company they intended to buy from online and one in five goes to the mall in search of the product.
60% of respondents from this group (compared to 56% of all respondents) say they prefer to shop in a stationary store rather than online to avoid delivery costs.
For Generation Z the speed at which a product is delivered is important. 71% of respondents from this group (compared to 56% of the general population) are willing to add more products to their shopping cart if it allows for a faster delivery option.
Generation Z also expresses a growing demand for new types of delivery services – so-called hyperlocal services (fast delivery of goods in a defined area within 1-3 hours), same day delivery, weekend delivery or delivery after working hours.