Successful supermarket promotions: a mini guide for brands

The use of promotions is an essential technique for brands wishing to boost their sales in supermarkets. Inflation and declining consumer purchasing power make the impact even greater...

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The promotion war is on!

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But beware: successful promotions require a well thought-out strategy. That's why Sidely has put together this mini-guide covering the basics you need to master before getting started.

The advertising and promotional plan 

Before starting your promotional operations in supermarkets, it's important to define your promotional action plan.

But first, what is an A&P plan?

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In 2 words, this marketing tool allows you to summarize your marketing plan for one year, and integrate all the advertising and promotional actions you're going to implement.

Promotions are based on a number of factors:

• The objective of the campaign: to increase sales, build customer loyalty, etc;   
• Typology of the target customer: to best adapt your promotion, it is necessary to understand your target audience and its expectations;
• Selected product: determine which product to highlight in this promotional campaign, and why;
• Periodicity of actions: you need to establish a calendar for your campaigns (start and end dates) and decide when to implement them (e.g. product launch date, holiday season, back-to-school period, etc.);
• Budget: It is important to determine the amount of money you can allocate to your promotional campaign, in order to maximize your return on investment;
• Means of communication: the channels and means to be deployed are as numerous as they are varied: sales promotion, TV advertising, sponsorship, press, radio, mailing or social networks, etc. 

In addition, it's imperative to monitor and measure results, to ensure the effectiveness of your campaign. In fact, you'll probably need to adjust your strategy according to feedback and market trends.

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The different types of supermarket promotions

As a reminder, your objective when implementing a promotion is to increase sales volume. To achieve this, you will lower your prices in exchange for an increase in the volume of product on sale. This negotiation can be carried out at two points, creating two types of promotion: negotiated and pirated. 

1. Negotiated promotions: these are called negotiated promotions because they are negotiated directly at the central or regional level. 
2. Pirate promotions: these are generally the result of a good agreement between the brand and a sales outlet, or of non-catalog sales actions. Sales staff then sell the promotion directly to the stores. 

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The different promotional mechanisms

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Sampling / Free Trial

Let's start with a word of caution: since Article 16 of Law No. 2018-938 of October 30, 2018, the term "Free" in food promotion has been outlawed. Brands have since got into the habit of preferring it to the term "offered".

That said, there are two kinds of sampling or testing of this type:

1. Distribution or free tasting: the customer can taste or test a product, often at a stand with a brand presenter, who can give information about the product. 
2. Temporarily test a product or service : for example, if you sell software, you can offer a temporary license, so that your target audience can see what it's like and make a decision before buying the paid version.

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Use case : you want to attract possible number of customers. They can then test the product without taking any risks.

Ideal for launching a new product.

Price reduction

It's an undeniable lever for selling more! A method that seems simple, but in fact involves many techniques: 

• Direct discount : you offer a price reduction that can be applied immediately at the checkout. Also known as BRI, for Bon de Réduction Immédiate ;
• Coupon: out-of-store coupons are supplied in advance in magazines, by e-mail, post or on the Internet. They encourage your prospects to visit the store to buy your product. You can also provide in-store coupons;
• Deferred reimbursement: following their purchase, customers have the option of being reimbursed for part of the sale price. They can also be reimbursed in the form of a gift card, which encourages them to buy again. The accepted term is ODR, for Offre De Remboursement ;
• Quantity discounts: for the same price, your customer obtains a larger quantity of the product. You can also make batch sales.

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Use cases : The primary aim is to encourage impulse buyingwhich will contribute to increasing your sales.

You can also use this technique if you need to increase your sales of a particular product, so that you can destockingor in the event of a sales deficit.

The introduction of a introductory offer for a new product is also a good way to attract your target customers.

Finally, with the right POS material, such as shelf stoppers, you'll stand out from your competitors.

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Risks and constraints associated with price reductions

When it comes to offering reductions, certain risks need to be known and controlled: 

• Avoid having a product on promotion too often. This would encourage your customers to wait for the next promotion before buying. In this case, it's your profit margin that takes a hit, and sometimes even your sales;
• The EGalim law regulates promotions: your distributor is obliged to apply a minimum mark-up of 10% on food products, and therefore cannot offer your products at cost price;
• Similarly, discounts may not exceed 34% of the sale price on food products, with the exception of perishable foodstuffs threatened by rapid deterioration (products with a short shelf life);
• Finally, selling at a loss is strictly prohibited.
  
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Rewards: loyalty points in exchange for another product

Simply put, you're going to give your customers a gift! 

Gift items can take many different forms: they can be samples of one of your other products or that of one of your partners, or goodies (flocked with your brand).

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There are different ways to collect the gift. 

• Direct bonus : your customer can, for example, find it directly in the product packaging, like a magnet in a packet of cookies. I'm sure you or your children have fond memories of Marine Malice, or Spy Fox, whose demo was offered with the purchase of a pack of cereals.
• Animation : in the case of sales animation, your brand's animator can offer the gift at the time of purchase; 
• Post-purchase bonus : your customer goes to the department store reception desk once they've finished shopping, to claim their "prize";
• Deferred bonus: here, you use a loyalty points system. Your customer collects points or proof of purchase. He then sends them to you to obtain his gift. This system is a good way of encouraging repeat purchases;
• Direct self-pay bonus: the consumer has to contribute financially - but for a very limited amount - to obtain the gift. For example, the customer buys a PC and for 1 euro more he gets the computer cover;
• Deferred self-pay: a technique similar to direct self-pay, except that in this case your customer buys the product, and then has to send you proof of purchase with the financial contribution to obtain the gift.

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Use cases : if you're looking to customer loyaltythis is the most suitable promotional method, as it encourages your customers to make repeat repeat purchases.

The premium is also ideal if you want to to promote another product of your brand. Adding a sample can also help regulate your inventory problems.

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Competition Games

This promotional technique allows your customers to take part in a game to win a prize: one of your products, an object, a voucher, etc. 

You can opt for different formats, with or without obligation to buy:

• Spinning wheel to obtain a prize; 
• Scratch tickets ;
• Single draw ;
• Questionnaire followed by a draw.

Competition games in supermarkets may seem complicated to set up, since this technique involves certain constraints, such as the need to draw up rules and regulations. However, the Consumer Code has been relaxed, and it is no longer compulsory to file the rules with a bailiff. Similarly, in the case of a prize draw, it is not necessary to be under the supervision of a bailiff.

The use of a bailiff is still highly recommended if you want to set up high value prizes, to avoid any problems in the event of a dispute. 

Tip: the draw also gives you an excuse to organize another in-store event!

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Use cases : This technique can be used in a variety of situations:

• Arouse the curiosity of new customers.
• Launch a new product: to make it known and tested.

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Ensure that your supermarket promotions run smoothly

Now that you've determined your objectives, drawn up an A&P plan and chosen the actions you want to implement, all that's left to do is put them into practice!

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Here too, we'd like to suggest a few best practices to help your point-of-sale promotions run smoothly.

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To begin with, keep in mind that optimizing these various promotions generally requires good product dramatization.

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Par ailleurs, comme pour toutes vos actions marketing ou commerciales, vous devez avancer par étapes chronologiques afin d’assurer le bon déroulement de votre plan d’actions promotionnelles.

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La phase d’engagement

La phase d’engagement, également appelée revente d’OP, correspond à la période durant laquelle la promotion est proposée aux magasins. L’objectif ici est de convaincre les points de vente d’adopter l’opération promotionnelle.

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Pour valider cette étape, vos commerciaux renseignent directement dans leur CRM mobile les informations clés de la promotion :

• Dates d’animation
• Durée de la promotion
• Type de promotion
• Colisage (nombre de colis commandés)
• PLV commandée
• Etc...

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C’est également à ce moment que la commande de PLV et des supports de mise en avant doit être passée. Cette anticipation est essentielle pour garantir une livraison à temps et assurer une exécution optimale en magasin.

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La phase de mise en place

Aussi appelée phase d’implantation, cette étape correspond au déploiement effectif de la promotion en magasin.

Les chefs de secteur jouent ici un rôle clé : ils doivent se rendre en point de vente pour vérifier l’application des accords négociés et garantir une mise en avant optimale. Concrètement, ils s’assurent du :

• Respect du plan merchandising
• Conformité du pricing
• Présence et bonne mise en place des PLV et ILV
• Disponibilité des BRI
• Etc...

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Pour assurer un suivi efficace, il est essentiel de prendre des photos du rayon une fois la promotion installée. Ces visuels permettront de contrôler l’exécution, comparer avec la constatation en fin d’opération et ajuster les futures actions si nécessaire.

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La phase de constatation

Cette dernière étape permet d’évaluer l’exécution et l’impact réel de la promotion en magasin.

Pour un suivi efficace, vérifiez les éléments clés :

• Quantité réellement vendue (colisage réel)
• Présence et mise en place des PLV et ILV
• État des lieux et retour terrain des équipes
• Etc...

Prenez des photos du rayon et comparez-les avec celles prises lors de l’implantation initiale. Cela vous aidera à identifier d’éventuels écarts et à ajuster vos futures opérations.

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Equiper vos chefs de secteur

Pour garantir le succès de vos promotions en magasin et suivre chaque étape de leur déploiement, il est essentiel d’équiper votre force de vente d’un CRM mobile spécialisé en GMS. Un tel outil vous permet de suivre les ventes en temps réel, mesurer l’impact de vos actions en point de vente et garder le contrôle sur l’exécution terrain.

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Un CRM doté de fonctionnalités de collecte de données facilite le travail des commerciaux en leur permettant de gagner du temps sur place, centraliser les informations essentielles et éviter toute perte de données.

Enfin, il assure une communication fluide entre le siège et le terrain, permettant de transmettre rapidement les mises à jour sur les actions promotionnelles et les animations en magasin.

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Mesurer la performance de vos promotions

Suivre l'impact de vos promotions est essentiel pour évaluer leur efficacité et ajuster vos stratégies marketing. Voici comment mesurer et analyser vos performances promotionnelles pour maximiser vos résultats.

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Analysez les promotions de vos concurrents

Comprendre les stratégies promotionnelles de vos concurrents vous permet d’identifier les tendances du marché et d’optimiser vos propres actions. Lors des visites terrain, vos chefs de secteur peuvent observer :

• La mise en avant des promotions concurrentes (facing, prix, PLV).
• L’élasticité des prix et l'impact des baisses tarifaires sur les ventes.
• Les offres les plus attractives pour les consommateurs.

Une veille concurrentielle régulière vous aide à ajuster vos campagnes et à anticiper les fluctuations du marché.

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Suivez vos résultats opérationnels

Deux indicateurs sont à suivre de près :

• Les efforts de vente (nombre d’e-mails envoyés, d’appels passés, de visites réalisées, etc.).
• L’exécution en magasin (installations d’animations, mises en avant respectées, PLV en place).

En analysant ces données, vous pouvez ajuster vos objectifs et vérifier l’engagement de vos équipes commerciales.

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Évaluez l’impact des animations en point de vente

Assurez-vous que vos promotions sont bien mises en place et qu’elles génèrent du trafic. Pour cela :

• Utilisez des relevés terrain pour vérifier la bonne exécution (présence de PLV, stocks disponibles).
• Analysez les photos prises en magasin pour garantir une cohérence dans l’exécution de la campagne.
• Vérifiez la durée de l’animation et son respect des accords commerciaux.

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Analysez les performances commerciales

L’objectif final est de comprendre l’impact réel des promotions sur vos ventes :

• Comparez les ventes avant, pendant et après la promotion pour évaluer son efficacité.
• Analysez les stocks restants et la casse afin d’ajuster vos futures commandes.
• Segmentez vos points de vente (meilleurs magasins vs. nouveaux magasins) pour mesurer l’efficacité des promotions sur différents réseaux de distribution.

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Suivez votre taux promotionnel

Le taux promotionnel mesure l’impact des promotions sur vos ventes globales :

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Taux Promotionnel = (Ventes promotionnelles / Ventes totales) x 100

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En grande distribution, ce taux oscille entre 20 et 40 % selon les catégories de produits. Il est crucial de le comparer avec :

• Votre taux de marge, pour éviter une perte de rentabilité.
• Votre chiffre d’affaires promotionnel, afin de mesurer l’effet réel sur vos volumes de vente.

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Si votre taux promotionnel est trop élevé par rapport à votre taux de marge, il peut être nécessaire d’ajuster votre stratégie pour éviter une dépendance excessive aux promotions.

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Optimisez vos stratégies promotionnelles

Analyser vos résultats vous permet d’affiner vos campagnes et d’améliorer leur rentabilité. Utilisez ces données pour :

• Identifier les magasins où les promotions performent le mieux.
• Ajuster vos offres en fonction des comportements d’achat.
• Mieux gérer vos stocks et éviter les ruptures.

Une promotion bien exécutée ne se limite pas à une hausse des ventes immédiates, elle contribue aussi à fidéliser vos clients et renforcer votre position en rayon.