Turn ‘goodbye BOGOF’ into good buy behaviour
The recent period has highlighted how important health is to individuals and the nation. The Government, by introducing wide-ranging legislation banning location and volume promotions of high fat, sugar and salt products (HFSS) is tackling what is seen by many commentators as the induced over-consumption of HFSS products.
Responsible brands will respect responsible consumption.
With the removal of prime promotional real-estate and volume priced (like BOGOF, 3 for 2) promotions from brands, the pressure to retain customers intensifies. It is the intention of any legislation that targets over consumption to be accompanied by a reduction in consumption – tobacco, minimum unit alcohol pricing, sugar tax are clear examples.
Planning to halve childhood obesity by 2030 simply means consuming less per capita. By being seen to be responsible, the legislation also empowers brands to take greater responsibility. Irrespective of future recipe and formulation changes to products, there is an imperative to retain customers, minimise any volume reduction and optimise market and category share.
Retain taste buds, grow category share.
Government plans do not affect on-pack promotions. So, right now, if an objective is to retain customers there is a window of opportunity to engage with low-cost, mutually beneficial partners. Ones that ensure customers hearts and minds, and more importantly taste-buds, stay engaged with you in advance of, and right through the period when the legislation comes onto the statute book. It’s a critical period to protect product contribution by doing everything possible to evolve purchasing behaviour away from impulse and engender responsible, habit-based purchasing.
The nature of partner offers inevitable vary with brand and product. Broadly speaking charity, wellbeing and active leisure partners are looking to partner with brands seeking a mutually beneficial relationship between product and more responsible living. Others, luxury experiences and personal indulgence for example, are wanting like-minded brands to boost recognition and repeat engagement.
Build powerful promotional relationships.
Taking advantage of economies of scale and retailer relationships will no longer be a relatively easy option to protect category share through volume purchasing. It’s time to take a more long-sighted view of brand positioning, product development and customer engagement.
Lock-in Marketing has nurtured deep relationships with organisations willing to partner with brands in all sectors for decades. We partner brands with powerful promotional partners to strengthen bonds between brands and customers.
Call us now – we love to talk through the opportunities you have for customer retention, acquisition and brand association with like-minded organisations.
Summary of the Government HFSS plans.
Legislation is due this year followed by a six-month implementation period. This is the summary
“Promotion of HFSS products will be restricted by location and volume price as follows:
Locations restrictions will apply to store entrances, aisle ends and checkouts and their online equivalents (that is, entry pages, landing pages for other food categories, and shopping basket or payment pages).
Volume price restrictions will prohibit retailers from offering promotions such as "buy-one-get-one-free" or "3 for 2" offers on HFSS products.”
Head here for the background, scope and full text of the Governments legislative plans for HFSS products.