Shikha Jain
Shikha Jain is a Boston-based Senior Director at Simon-Kucher & Partners, a global marketing, sales and pricing consulting firm. Shikha’s consulting experience spans the entire B2B and B2C value chain for consumer goods and retail. Her core competencies are helping C-level executives create sustainable, pricing, sales and go-to-market strategies.
Promotions are everywhere and it can be hard for retailers to escape them. In fact, those companies that do not run promotions are outliers. Although promotions have traditionally been limited to specific seasons and holidays, today’s consumers have come to rely on them, and many will delay a purchase in the endless search for the best deal.
Consumers are becoming increasingly jaded when it comes to promotions. With discounts and deals around every corner, retailers are struggling to make their offers stand out. Here are five best practices for successfully applying your promotions so that everyone sees the benefits.
When it comes to promotions, without the right planning it can kill profits and attract segments that will damage your brand image. Even some of the best companies can flop if they fail to plan their promotions properly. Here are six basic questions you need to ask in order to plan a solid campaign.
Can retailers get people to pay what’s actually on the price tag and avoid the downward discount spiral? Or are promotions in fact a necessary evil? In part one of this promotional excellence series, it all depends on your brand strategy.