Skip to ContentSkip to Navigation
About us Latest news News News articles

Discount code for A-brand more effective on self-scanner than shelf discount in supermarket

23 February 2021
van Ittersum
van Ittersum

We all know them, the on sale signs that are attached to the supermarket shelves with the offer of the week. It seems to be a very effective way of advertising. However, research by Professor Koert van Ittersum and Daniel Sheehan (University of Kentucky) shows that for A-brands an isolated promotion is more effective.

Three studies

In three different research studies, van Ittersum looked at how consumers respond to a promotional offer. Two of those studies took place online, the third in a simulated supermarket environment. Van Ittersum: "We looked at how consumers respond to an offer they receive before they find the product in the store. This shows that they are more likely to buy the product when they receive the offer, for example, via a coupon at the entrance or a message on the self-scanner, than when they are standing in front of the shelf and see that the product is on sale."

A-brands

This way of advertising works especially well for A-brands. "It is effective for a product that you normally won’t buy because you find it too expensive. If you use the offer, it is still more expensive than the product you would normally buy. However, in the case of an isolated promotion, customers feel less guilty. By the time they get to the shelf, they're set on purchasing the A-brand, that's what they want. The purchase makes them feel good, they buy a product that they perceive as better than the brand they would buy otherwise."

Covid19

Now that many customers are ordering their groceries online, the isolated promotions offer more possibilities. After logging in, the supermarket can already show the customer an offer. It may be based on, for example, previous purchases. According to van Ittersum customers are less impulsive when buying online. "On the other hand, the supermarket has more customer purchase data and the data can be analyzed more easily and they can adjust the offer accordingly."

For more information:

Professor Koert van Ittersum k.van.ittersum rug.nl

The article is available upon request.

Last modified:23 February 2021 12.26 p.m.
printView this page in: Nederlands

More news

  • 04 February 2021

    Molecule from nature provides fully recyclable polymers

    Plastics are among the most successful materials of modern times. However, they also create a huge waste problem. Scientists from the University of Groningen (The Netherlands) and the East China University of Science and Technology (ECUST) in...

  • 10 December 2020

    Aletta Jacobs Chairs: 15 female professors appointed

    On International Women’s Day this spring, Rector Magnificus Cisca Wijmenga announced that the UG would be creating 15 new chair positions for female professors, known as the Aletta Jacobs Chairs. Fifteen female professors will soon start their work...

  • 03 December 2020

    UG to award honorary doctorate to Feike Sijbesma

    On Friday 22 January 2021, the University of Groningen (UG) will award an honorary doctorate to Feike Sijbesma. The former CEO of DSM will be presented with his honorary doctorate by Rector Magnificus Cisca Wijmenga during the special Nobel...