Price discounting, while an obvious choice in times of economic downturns, not only are damaging to brands, but are also not very effective in promoting sales, according to research by shopper-marketing agency OgilvyAction.
OgilvyAction's research also indicates that 29% of U.S. shoppers impulsively buy from categories they didn't plan to when they entered the store. Of that group, 24% said they were influenced by secondary displays (away from the product's usual aisle), 18% by in-store demonstrations, and only 17% by price promotion.
The study also found 39% of U.S. shoppers have a category in mind but pick their brand in store, and of those, 31% were influenced by in-store demonstrations - more than the 28% by price promotion and the 27% influenced by some other form of consumer promotion.
In each case, however, more than twice as many consumers said they bought impulsively because of display or some other form of promotion as said they did so because of price.