Despite the rise of online shopping, on-pack promotions are still an important part of the marketing mix with most consumers (66%) reporting that promotions make brands more attractive, according to new research from independent marketing agency, Granby.

The research conducted in partnership with polling company Censuswide saw 1000 UK consumers questioned about their shopping habits; from what makes brands more attractive to how they redeem promotions and what impacts their loyalty. 

The results revealed that, despite the rise of online shopping, on-pack promotions are still an important part of the marketing mix with most consumers (66%) reporting that promotions make brands more attractive. Those aged 25 to 34 found brands with promotions most attractive (77%), but this falls to 51% for people aged 55 and over.

Interestingly, the findings showed that this extends deeper to influence loyalty. An even higher proportion (68%) of all consumers stated that receiving a reward would increase their loyalty towards a brand.

Furthermore, younger generations are more influenced by rewards with 79% of consumers aged 16 to 24 admitting to being influenced. In addition to this, the research also found that offers are a good way to help win new shoppers. More than half of consumers would switch products because of a promotional offer.

When exploring what consumers prefer, over half (51%) agreed that hassle free and easy to redeem promotions were favourable. When it comes to enabling this, technology is key. Some 53% said that the ability to upload a photo of their till receipt to claim a promotional offer and receiving an instant notification would incentivise them to redeem an offer.  

Joanne Kimber, managing director, Granby and SwiftReceipt commented: “Reaching the shopper in-store has always been a challenge for marketers. However, this research shows that on-pack promotions still play a vital role in marketing, but technology provides a real opportunity for brands to be more intelligent when looking to connect with consumers."