As the summer drive approaches, it is critical to prepare your promotional program to account for the increased traffic as well as the ever increasing trend towards customers expecting discounts on multiple and/or high-end dollar purchases.
As many of you are already participating in rebate programs supported by your vendors, it is important to understand the impact and expectation of customers as it relates to rebates. Experts believe that the “value of rebate programs is at an all-time high thanks to consumer shopping behavior.” Because of the economic environment, all of us have changed our shopping habits to some extent, some more than others. For example, statistics and surveys continue to show consumers as a whole have moved away from having a new updated TV in every bedroom. I know my current TV is older, but I still believe fits my needs. We see this attitude impacting oil changes, fuel purchases, tire changes, etc.
The need to get a greater share of wallet has never been greater. Well, that is where rebates can help.
“A 2012 survey of more than 1,000 consumers showed that 80% of shoppers actively look for rebates.” AND, if you and your vendor work together to create a successful rebate program, there is all types of marketing benefits you can generate, specifically as it applies to understanding who your customers are.
According to this Chain Store Age article, “Rebates provide high-value customer information such as purchase data and demographics during the redemption process and with the rebate reward, drive customers back to buy more, creating ongoing engagement. Rebates deliver the opportunity for ongoing interaction with consumers.” (I’d encourage you to read the full article here.)
Additionally, rebates offer retailers the opportunity to improve the value perception of their specific location especially in critical categories like electronics, thermoelectric coolers, audio, antennae and case additives.
Advanced planning allows you to best plan your promotional program. Get organized for the summer drive now.
Be sure to download our Sample Truckstop Marketing Calendar below to prepare for the entire year.
Photo Credit: Ira Wexler/NATSO
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