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Currys’ digital promotions ranked best among UK’s top online retailers

27th Mar 2015
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Longstanding electronics and appliance retailer, Currys has been ranked as having the best digital promotions strategy among the UK’s top online retailers.

RapidCampaign’s From Promotion to Purchase report took the top 20 UK-based brands from the latest IMRG Top 100 retailer list and scored each across criteria that included both the types of promotions they were undertaking and the channels used to reach customers.

It found Currys, part of the Dixons Carphone group, had the most consistent message across the most varied number of channels, with email, web, mobile and social media receiving an equal weight of promotional focus during the month-long period the findings were collected.

Thomas Cook and Boots also scored highly, with O2 and Asos ranking lowest, having delivered no promotions across email, web and social media during the month.

Only eight out of 20 retailers delivered promotions in email, the lowest of any channel despite the fact that this is still ranked as the most-used communication channel for all businesses.

12 of the 20 retailers use promotions on their websites, through the form of voucher codes

“In the current consumer landscape…customers have a huge breadth of choice available to them, and it is increasingly harder to convince them to buy,” says Marko Luhtala, CEO of RapidCampaign.

“It is persuasive and innovative promotions strategies that have the power to cut through the noise and ultimately make the biggest difference to a retailers’ bottom line. But getting the basics right is vital.

“In another recent report we detailed the consumer preference for receiving promotions via email as a basic requirement – it is disappointing to see over half of the UK’s top 20 retailers falling at this basic hurdle.”

Much has been said about the benefits of promotions in the current climate, with certain sectors such as hospitality turning their backs on reward and voucher schemes.

However, in the retail sector promotions are still a much-used marketing tool, and further research from RapidCampaign in February found that 60% of adults change their shopping habits due to promotions, while 28% of consumers are influenced enough to spend more as a result of promotional campaigns and 25% make purchases they would otherwise not have made.

RapidCampaign's top 20 UK retailers: digital promotions  

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