Price Marked Pack Study

The use of PMP’s has significantly increased as a useful tool to communicate value to consumers. However there appears to be confusion in the industry over their effectiveness to drive sales. As price continues to be more important to consumers during this time of economic uncertainty it is imperative that the industry gains knowledge of the role of PMP’s in grocery.

him! has just investigated the role of PMP’s in driving sales, by gaining a deeper understanding of a convenience store shoppers perception of price marked packs and their role in the current climate. For example what are the drivers to purchasing a PMP over a non-marked alternative and what are the barriers – across different categories and missions.

him! has also spoken to convenience retailers to better understand what works well and what doesn’t around listing price marked packs and how this varies by category.

Shopper feedback to understand;

• How aware are shoppers of prices in-store in general?
• How aware are shoppers of PMPs?
• Do they look for them specifically? (any particular categories)
• Do shoppers perceive PMP as a promotion?
• Do PMP drive shoppers to choose a particular store?
• Did they notice PMP’s here today? On which categories?
• Do PMPs encourage brand switching?
• Do PMPs encourage trade up or trade down?
• Should NPD be released in a PMP?
• Are there any categories which shoppers would like to see more PMPs in?
• Which categories would shoppers buy PMPs in and which would they not – and why?
• How likely would they be to purchase a product with a PMP over a similar product without one?
• Why are they more likely to purchase a product with a PMP?
• Do PMPs improve the price image of the store?
• Should PMPs be rounded price points?
• .......and many more

Retailer feedback to understand;

• Do they offer PMPs and on specific categories – why those and why not others?
• What % off the RRP do they think PMP should be?
• What are the barriers to stocking PMPs?
• Do they believe PMP drive footfall?
• Are PMPs faster sellers than non-marked versions?
• Do PMPs improve the price image of the store?
• Do retailers perceive PMP as a promotion?
• Do they erode margin?
• Should PMPs be higher than RRP?
• How do retailers rate the level of support from wholesalers with regards to PMPs?
• ......and many more

Results now available. 

For more information please contact Katy.Moses@him.uk.com 07912 717 567 or visit www.him.uk.com