Retailers: Making Promotions Pay Their Way
- VOLUME XI, ISSUE 11
- Executive Insights
If a sound retail marketing strategy ensures customers develop strong, long-term loyalty to a retailer, then promotional campaigns are like a series of short-term skirmishes for customers. However, strategically sound promotions do more than just create awareness and achieve short-term sales lift. If done properly, they can be a powerful source of direct and sustained earnings improvement and build loyalty with customers.