When it comes to supermarket promotions, marketers must be the voice of the consumer

28 april 2016
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Supermarkets are seen as one of the most authentic sectors – but must be relentlessly customer-focused to maintain this, says Chris Daly, chief executive of the Chartered Institute of Marketing

Businesses and brands caught up in consumer promotion scandals do not sit well with modern customers who will easily turn their backs. Yesterday’s news from the Competition and Markets Authority (CMA) highlighted their most recent clampdown with supermarkets to ensure shoppers are getting good deals. In a pursuit to stop consumers being duped into misleading promotions, the CMA has called for change.

The report is a challenge to the retail marketing community – how can they balance short-term sales with the more valuable long-term relationships that stem from trust and openness? As marketers we should be the customer champions, so I welcome this move towards greater transparency.

Bron en volledig artikel: MarketingMagazine

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