17 promotional strategies to boost brand success

TELUS Consumer Goods conducted a comprehensive survey of 1,000 consumers across the United States using TELUS Shopper Insights custom digital platform to uncover CPG industry trends. The resulting whitepaper, "The power of trade promotions," offers a rich source of information, insights and actions manufacturers can take to help drive margin growth. This blog post explores key trade promotion strategies and consumer behaviour insights uncovered in the whitepaper that can inform global promotional strategies for companies with international operations.

Understanding the CPG landscape: promotional strategies for today's market

How economic sensitivity is changing consumer behaviour

In today’s market, economic concerns are shaping the way consumers shop, with nearly half (47%) actively searching for better deals on everyday items¹. This consumer behaviour shift how crucial it is for manufacturers to have competitive pricing strategies, whether that’s promotions, rebates or private label options. In fact, 50% of consumers are regularly choosing private label products¹, which are usually more affordable, forcing big-name brands to find new ways to stand out. These trends often reflect broader global patterns that companies can consider when developing promotional strategies across international markets.

The shift toward omnichannel shopping

The retail world is evolving rapidly, especially with the rise of omnichannel shopping. In the last three years, traditional grocery stores have lost market share as consumers shift to online shopping¹. This trend highlights the importance of having a strong digital presence and offering a seamless shopping experience across multiple platforms. As the saying goes, meet the customer where they are. For global operations, this means ensuring consistent omnichannel experiences across different markets and regions.

Maximising the impact of trade promotions

What is a promotional strategy? Trade promotions are more than just a way to boost sales—they can also drive product trials and build customer loyalty. The Food and Beverage Study conducted at TELUS has shown that 61% of consumers are likely to buy a product at full price within six weeks if they had a good experience with it during a promotion¹. This means a smart promotional pricing strategy can lead to long-term customer relationships, not just short-term sales spikes.

Adapting to a changing retail environment

To thrive in today’s consumer packaged goods industry, brands need to strike a balance between offering deals and maintaining their value. The key is to adapt to changing consumer preferences while staying competitive in both pricing and quality, especially in the growing omnichannel landscape. Brands that can do this well are more likely to succeed.

To continue to grow, manufacturers need to offer value through competitive promotional strategies, maintain a strong digital presence and build long-term customer loyalty. By adapting to changing consumer behaviours and preferences, manufacturers can position themselves for success in this evolving market. Companies with global operations must also consider how these strategies can be adapted for different cultural contexts and market conditions.

Identifying and capturing promotional strategies by market

1. Leveraging high-growth categories for brand expansion

Focusing on high-growth categories offers a great opportunity for brands to increase their market share. By targeting fast-growing segments, companies can use promotions to tap into these expanding markets and attract both current customers to try new products and new customers to engage with them for the first time. This strategy helps brands align with current consumer trends, allowing them to grow alongside these booming categories and potentially become leaders in their space.

2. Winning over consumers in low brand loyalty categories

Categories with low brand loyalty are ripe for innovative promotions. In areas where consumers aren’t committed to specific brands, creative marketing and promotions can make a big impact on purchasing decisions. Competitive trade deals, unique product offerings and fresh value propositions can help brands stand out and attract customers who are willing to try new options.

3. Strengthening brand loyalty with targeted promotions

In categories where brand loyalty is strong, promotional strategies should focus on rewarding existing customers and reinforcing brand value. What are different promotional strategies​? Four effective approaches could include:

By tailoring promotional efforts to the specific loyalty dynamics of each category, brands can build lasting relationships with consumers while expanding their market presence. These strategies also offer plenty of opportunities to generate content, which supports marketing team efforts to stay relevant and top of mind.

Defining promotional strategies across generations

4. Crafting promotional strategies by understanding your audience

Knowing your target audience is key to creating successful promotional strategies. Our research showed that different generations have their own shopping habits, preferences and values, which affect how they respond to marketing efforts¹. Understanding the specific shopping patterns between Baby Boomers, Generation X, Millennials and Generation Z can lead to greater brand affinity and higher sales. While generational characteristics may vary across countries, these insights provide a foundation for developing targeted promotional approaches in global markets.

5. Tailoring promotions to technological comfort

When planning promotions, it’s important to consider how comfortable your audience is with technology. Some people prefer traditional methods like print ads or in-store displays, while others are more likely to engage with digital marketing through social media, mobile apps or email. Matching your approach to their comfort level can make a big difference in reaching your audience effectively.

6. Recognizing different shopping journeys

Not all consumers shop the same way¹. Some carefully plan their purchases, researching products before making a decision, while others are more spontaneous and may buy on impulse, influenced by in-the-moment promotions¹. Understanding how your audience approaches shopping can help you design strategies that meet them where they are.

7. Value perception across generations

What consumers consider "value" varies by age group¹. For some, it's all about getting the lowest price. For others, convenience, quality or alignment with personal values like sustainability matter more¹. Tailoring your promotional messaging to match these different perceptions of value can make your campaigns more impactful.

8. Balancing online and offline shopping preferences

Another important factor is how your audience prefers to shop. Some enjoy the in-person experience of visiting stores¹, while others prefer the convenience of online shopping¹. Successful promotions often use an omnichannel approach, blending both online and offline experiences to cater to a range of preferences, and in some cases, catering to consumers who shop both online and offline.

9. Social proof and brand authenticity

Generational differences also show up in how consumers view social proof and brand authenticity¹. Younger shoppers, in particular, are persuaded by influencer marketing and tend to engage more with brands that are transparent and committed to social or environmental causes¹.

By understanding these generational differences and adjusting your promotional strategies accordingly, manufacturers can create campaigns that resonate with a target audience and lead to better results.

Retaining customers with promotional strategies 

10. Strengthening customer bonds through loyalty programmes

Loyalty programmes are a powerful way to build strong connections with your customers. A well-designed programmes not only encourages repeat purchases but also provides insights into consumer behaviour. By offering personalised rewards, exclusive access to new products or tiered benefits, brands can increase customer loyalty while creating a sense of community.

11. Smart pricing strategies for profitability

Staying competitive while maintaining profitability requires smart pricing strategies. Consider options like dynamic pricing, bundle offers or strategic discounts. By analysing market trends and understanding how sensitive customers are to prices, brands can create a pricing strategy that appeals to budget-conscious shoppers without lowering brand value or cutting into profit margins. Global operations require careful consideration of local economic conditions and purchasing power when implementing pricing strategies across different regions.

12. Boosting sales with in-store promotions

In-store promotions are a great way to capture impulse purchases and enhance the overall shopping experience. Tactics like temporary price reductions, eye-catching displays or product demos can grab customers’ attention and encourage them to buy. When done right, in-store promotions can increase sales and make shopping more memorable, deepening your customers' connection to your brand.

Loyalty programmes help create lasting bonds with customers, while thoughtful pricing can maintain a competitive edge without sacrificing profit. When paired with well-executed in-store promotions, these strategies can boost sales and enhance the shopping experience while strengthening overall brand presence.

Optimising promotional strategies

13. Leveraging CPG consumer insights to drive better business decisions

With TELUS Consumer Goods Revenue Growth Management Analytics, companies can tap into powerful CPG data insights to understand consumer behaviour and sales performance across different channels. By using CPG data analytics, manufacturers can uncover patterns and trends that help shape more effective promotional strategies. This data-driven approach allows for smarter decisions about product placement, pricing and marketing efforts.

14. Creating a seamless omnichannel experience

TELUS Trade Promotion Management helps brands create a smooth and connected experience for customers across both digital and physical channels. In today’s retail world, customers interact with brands in many different ways, so it's important to design promotions that work across all touchpoints. This approach also allows for real-time adjustments in pricing and more accurate forecasting of how consumers will respond to promotional activities.

15. Preventing stock-outs with AI-driven insights

Using TELUS Retail Execution’s Sales Recommendation Engine, manufacturers can avoid stock-outs by managing inventory more efficiently. This AI-powered tool gives field representatives timely, data-driven recommendations to fix potential inventory issues before they affect sales or customer satisfaction. This proactive approach to CPG analytics ensures that products are consistently available in stores, keeping customers happy and sales steady.

16. Encouraging bulk purchases with strategic promotions

TELUS Trade Promotion Optimisation uses sales data and consumer behaviour insights to design promotions that encourage customers to buy in larger quantities. By analysing purchasing trends, manufacturers can create offers that drive volume buying. This not only boosts immediate sales but also helps build long-term customer loyalty and market share growth.

17. Gain more insights and start driving growth

Download “The power of trade promotions” white paper today and discover new insights to help you make better and more profitable decisions across your business.

Strategic insights for trade promotion success

Trade promotion success requires understanding current consumer behaviour trends and generational preferences. Key insights include: