Phased promotions to keep shoppers coming back for more

Blakemore’s Spar stores are introducing weekly, phased promotions in what it says is a bid to create greater variety for shoppers and an easier system for retailers.

From today (January 17), each three-weekly promotional period will be split into three sectors – alcohol, fresh and frozen, and grocery and non-foods – meaning there will be a new promotion available every week.

The move follows success with a similar scheme run by Spar’s northern wholesaler James Hall amp; Co, which moved to phased promotions almost two years ago and now reports a significant increase in sales.

The plan will see off-licence promoted in week one, fresh and frozen in week two and grocery in week three, running over a three-week period. Blakemore is providing colour-coded point-of-sale packs linked to each week, with the colours matching the ordering paperwork to make it easier for retailers and staff to follow.

Maia Riley, marketing manager for Blakemore Trade Partners said: “Moving to phased promotions will provide a greater variety of offers for customers, and make promotions easier to implement for retailers and their staff.

“Spar’s highly successful national three-weekly “Real Deals” promotions provide a unique selling point for Spar, as they place greater emphasis on multi-buys and price promotional elements,” she said.

Other Spar wholesalers Appleby Westward and C J Lang and Son will also start implementing phased promotions from May. Henderson’s will continue to keep the new system under review.

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