It’s raining promos. This festive season, brick-and-mortar retailers are lining up promotional offers, not discounts, to drive big-ticket sales.
Though fashion retailers and brands such as Shoppers Stop, Westside, Marks and Spencer, Tommy Hilfiger, Jack and Jones and Body Shop refrained from making promotional offers during previous festive seasons, they have taken to the ploy to combat aggressive pricing from online retailers.
In the case of Shoppers Stop, on purchase of Rs 5,000, the consumer gets a discount of Rs 2,000 in the next purchase.
Shoppers Stop managing director Govind Shrikhande said following GST, there was a slight dip in sales in August but with the early advent of the festive season, demand has recovered.
According to experts, owing to pressure from online retailers in the fashion category, brick-and-mortar retailers have been compelled to adopt smart marketing and promotional strategies during the festive season to boost sales.