Leading international provider of real-time price and promotion tracking, Brand View, has reviewed the types of alcohol promotions taking place in Scotland one year after the introduction of new legislation around the restrictions of multi-buy promotions to see if the change in strategy is working.
So, what’s changed?
Use of the multi-buy promotion has halted, while price reduction activity has increased, reports Brand View.
Retailers look to be promoting the same lines with the same depth of cut, but utilising different mechanics – allowing Scottish consumers to buy only one product to receive the discount, whereas in England the consumer would have to purchase the minimum number on offer to receive the deal.
Better deals in Scotland
Whilst the equivalent single price of the deal is the same in the majority of cases, Brand View said it has found instances where the promotional offer in Scotland is cheaper than in England.
Brand View said it has also seen some lines that are slightly more expensive in Scotland than the equivalent multi-buy deal in England.
Is the legislation working?
Brand View said it has placed focus on the promotional offer rather than changes in shopper behaviour, but claims it could be argued since the change in legislation, Scottish shoppers are actually getting a better deal on alcohol lines than shoppers in England.
- Shoppers don’t need to buy two or more units to receive a discount
- If the shopper chooses to purchase multiple units, they will get the same offer as in England – and in some cases will get a better discount (eg buying more than the multi-buy equivalent)
- In some cases, Scottish shoppers are able to get the product cheaper than in England and without the requirement to buy multiple units.