A retailer wanted its customers to buy more of its private label products in a single visit. Customer insight from dunnhumby revealed that the retailer’s customers benefitted from better value pricing when they buy in multiples, and respond to the opportunity to save when buying in bulk.
To inspire a ‘stocking up’ mentality amongst customers, the retailer opted to trial a ‘Multiplier’ promotion beginning in January 2012. Customer data helped the category managers select the most relevant threshold for a specific product (e.g. buy two, buy three, buy four, etc.).
The ‘Multiplier’ promotion was a success: