On-pack promotions – prompting product sales and brand selection

Eighty-five per cent of the UK population admits that they have been prompted to select one product brand over another as a direct result of an on-pack promotion, according to a vox pop survey by Alcan Packaging. The results highlight the continued consumer drive for added value and the fact that the British public has become increasingly bargain savvy. This would suggest that brand loyalty is increasingly difficult to secure.

Despite the high percentage of people selecting a product due to on-pack promotions, only 68 per cent admit to having responded to one. This would demonstrate the desire to achieve value for money when purchasing a product, but a lack of inclination to invest the time and effort to gain the reward. 

These observations are further supported by the results seen in promotion type preferences, as Lynne Quincey, UK communications manager, Alcan Packaging explains: ‘The research demonstrates that “instant win - inside wrapper” promotions and “scratch-card” style options are the most appealing to consumers. “On-line gaming” promotions and “token save and bid” gimmicks are far less popular, suggesting a desire for promotions to offer instant gratification and the lack of enthusiasm for more complex, interactive options – a factor that brand owners may wish to consider when planning promotions.’

High value prize promotions remain ever popular on confectionery products with 44 per cent of consumers stating they prefer them to 'money off' promotions. However, when it comes to high value goods such as TV's or computers, 86 per cent reveal that 'money off' remains a major draw in purchasing the product.

The poll also revealed that while men are more responsive to topical promotions linked to current or sporting events, women are more attracted to general promotions, such as winning a holiday or securing BOGOFs (Buy one, get one free offers)

‘What the research shows is that on-pack promotions are still a key marketing tool in engaging the consumer, encouraging product selection over a competitor product and promoting added value,’ continued Lynne. ‘It is vital, however, to get the mechanism right in order to target the appropriate audience, to enhance brand appeal and to keep the consumer engaged beyond the initial purchase selection.’