Consumer Data

Digital promotions are an effective way of gathering consumer data. By this we don't mean just building a database of names and addresses – though sales promotions are an excellent way of doing this for the simple reason that to win a prize, correct information is essential - but building real insight into the consumer's usage and attitude to brands, and their promotions.
 

The best companies place a high premium on gathering consumer data, thereby getting to know their consumers better and being able build fulfilling relationships with them. Most importantly, it is knowing what consumers want and being able to deliver it.
 

Great Promotions digital sales promotions can offer many opportunities:

• Online surveys can be part of the sales promotion and can be highly sophisticated in their structure and reasoning thereby obtaining quality, quantitative feedback.
• Entrants can employ their loyalty card numbers as a means of entry and thereby link this qualitative data to real purchases.
• Analytical tools which paint a rich picture of entrants.
• Through the promotion mechanic, a longer-term dialogue with consumers can be built. Promotions can be used as a fun and interactive way for consumers to provide feedback that overcomes, the usual issues of completing questionnaires.
• Data and insight can then be used to develop highly consumer-directed strategies such as:

- identifying customer trends
- targeted communication
- improving the value of sales promotions (better targeted and more accurately measured)
- defence against competitive activity
- cross-selling of brands
- consumer location linked to retailer location

Over time, this data can be used to constantly improve the use of sales promotions:

• Develop an understanding and ranking of what brands are sensitive to sales promotion activity
• Build a promotion tracker
• Develop promotions against Trade Driver and in particular what activities will reactivate consumers to brands
• Which brands are promotionally relevant for different segments of consumers
• Which products do consumers buy in multiples?
• Promotional participation – by customer / category / mechanic