shops began to receive promotions to “wholesale” the purchase of alcohol. Retailers offer discounts on the purchase of wine, five bottles. If purchase less the discount will be. Sales of alcohol are rising despite the fact that some regions have restricted the implementation. In the epidemic the sellers are coming up with new marketing ploys. The expert valued the shares of retailers to lure rapidly impoverished Russians.
Coronavirus has forced sellers to rethink the marketing strategy and re-define the needs of Russians. Consumer research showed that customers were more likely to go to the shops for alcohol. According to Nielsen, in March, demand increased by 30%. It is clear why: Russians in conditions when it is not necessary to go to work, began to drink more.
To people not to drink, the power of the eight subjects of the Federation have even imposed restrictions on the sale of alcohol. It gave some result: at the end of April the turnover of alcohol increased slightly – by 1.8%, according to the Center of researches Federal and regional alcohol market.
Some shop owners decided to stimulate the sale of alcohol promotions, which did not exist before. For example, make a discount only when you purchase five bottles. Everybody wins: the store has sold several positions, and the consumer is not necessary once again to leave the house. Earlier “wholesale” promotions was usually on cheese, yoghurt, small goods of small value.
“Discounts for a larger than usual number of goods, can be explained by the desire to sell more. This pushes the drop in attendance or demand. But the technique does not always work, because the purchasing power of the population falls,” explained managing partner of the communications Agency B&C Agency mark Sherman.
Not far behind the food stores in the marketing tricks and retailers of cosmetics, clothes, sporting goods. They are now working online and attract customers “antiseptics as a gift”, “crisis sale”.
“People now spend less objectively. The task of shopping now is to show that they work effectively online, and to reach the shares before the end of the epidemic, reducing maximum prices for commodities and seasonal products,” added Sherman.
