News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Consumer attitudes to premium brands less snobby, expect discounts
A new UK-centric report by ShopperCentric reveals that six in 10 shoppers hate the snobbery around premium brands and don't care where they buy them, as long as they get the same quality for a good price.
There has been an aura surrounding the buying of premium brands in premium stores, at premium prices; driven in part by shopper psychology or, for die-hards, it's just the way it is. The discounting of premium products has also been somewhat of a no-no for marketers. Premium products, with value-deals or discounts, just isn't what their customers need, or want. Or is it?
Almost three-quarters of shoppers surveyed said they "love" to find premium brands on offer, because not only will they get a great product but also at a great price. More than 6 in 10 said they only ever buy premium brands when they are on offer.
ShopperCentric's lastest survey of 1,000 UK adults responsible for household spending found that 59% felt premium brands that never offer discounts and promotions, or distribute via discounters, are out of touch with consumers. Over one third (37%) felt this lack of discounting made brands appear as if they "don't care about their shoppers".
"Brand owners need to acknowledge that times have changed. Shoppers expect bargains and are being more considered in their purchasing," said Danielle Pinnington, Managing Director of ShopperCentric.
"The retail landscape has shifted - although still relatively small, the discounters are growing and more and more shoppers are adding them to their repertoire. So, considering these changes, brand values may also need to flex to make sure the brand stays in touch with its showroom and shopper. Vanity is simply too expensive to maintain in the current climate."
It's time for the democratization of premium, according to ShopperCentric. Today's shoppers don't care where they buy premium brands (70%) and 60% "hate the snobbery" surrounding premium brands.
ShopperCentric's report can be found online in their March 2013 issue of 'Window On'.
Image via Shutterstock
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
- Top tips to reduce involuntary churn
- Smart Glasses that look like regular specs will invigorate market
- Less than 1 in 5 CRM managers feel they contribute to business revenues
- Forecast: Retail to show steady growth through 2017
- Report: Mobile CTOs down YoY
- Report: Desktops still lead online spending
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...