How to manage retail promotions across multiple channels

Retail Connections caught up with Robin Coles from XCCommerce recently and we got into a conversation about the need for retailers to manage their promotions more consistently across every channel. We also bring you some new research undertaken by XC that shows that consumers want promotions but often find them hard to access and use.

Loyal customers spend more and cost less to sell to than new customers, but what is now becoming clear, particularly post-pandemic, is that they expect more in return from grocery and convenience retailers.

New research from XCCommerce shows 72% of shoppers want more offers. They want promotions that add value to their lifestyle and are available on whatever channel they shop on, on a consistent basis.  And this adds up to management complexity that is beyond the capabilities of current processes and systems.

This matters now more than ever because the way promotions are currently managed is affecting return on investment, inhibiting the creation of promotions for new and emerging channels, and even damaging retailers’ competitiveness as they fight to win back customers and boost average spend post pandemic.

There is a better way.  The new world of promotion management is integrated, automated and rules based, allowing grocery and convenience retailers to respond quickly to emerging market conditions and changing customer behaviour without incremental cost or risk.

Listen to the podcast below and then download XCCommerce’s report to learn more about how technology can enable you to deliver consistent, timely and targeted omni-channel promotions, that promote customer loyalty and protect margins.

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