In Australia, A$51 billion is spent on promoted sales; however, 48 per cent of this amount would have happened anyway. In other words, there are grocery items that would sell the same amount whether they were promoted or not. As a result, there is an A$11.3 billion opportunity (considering the discounted amount) for Australian manufacturers and retailers to drive efficiency in their promotions, says Raone Zeviani, Senior Manager at Nielsen Australia
https://insidefmcg.com.au/2018/08/09/retailers-and-suppliers-wasting-over-a11bn-on-discounting/
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