How to boost sales through on-pack promotions : Innovative ideas in the retail packaging market

B

rand owners who wish to boost sales and gain market share in today’s competitive marketplace should avoid cutting prices

and instead run effective on-pack promotions to prevent long-term damage to their brands.

So says Stephen Beattie, marketing director of

Pyrotec, a family-owned South African provider of innovative on-pack solutions. “While cutting prices can provide short-term gains in market share and boost sales, in the long run these price cuts are not sustainable and can lead to

eroding profit margins. A well thought-out, innovative, eye-catching on-pack promotional campaign can provide significant returns on in- vestment. Additionally, on-pack promotions can have beneficial long term effects by strengthen- ing your market position, reinforcing your brand values and reaching new and existing target audiences.”

Recent reports indicate that between 35-50% of all FMCG products have been on special offer across retail stores at any one time during the