Discounting Drinks: The Importance Of Price In The Specialist Liquor Channel

A recent Nielsen article found that New Zealand grocery shoppers are some of the most promotionally-driven in the developed world. Almost six in every ten dollars spent on groceries in the supermarket channel are sold on promotion. The estimated retail sales value of discounts applied to products that generate little incremental sales was almost half a billion dollars. For specialist liquor stores, this number is around $160 Million annually.
When it comes to the highly competitive liquor space, price sensitivity varies dramatically. As new products are continuously added on-shelf, it’s essential to know which products move when promoted, which products move regardless of price promotion, and which require alternative strategies to optimise category sales. Nielsen – Read more…