At Fluid, we pride ourselves on creating campaigns that deliver real results, whether it’s driving footfall, encouraging brand switching, increasing sales frequency, or building customer loyalty. With years of experience and countless successful campaigns behind us, we never rest on our achievements. Instead, we continually observe consumer behaviour, analyse shopping habits, and validate our strategies through robust qualitative and quantitative research. Recently, in collaboration with YouGov, we conducted a shopper survey to gain deeper insights into how consumers think about and interact with brand driven added value promotions. These findings ensure our clients benefit from the most up-to-date and effective strategies for designing truly compelling and motivating promotional campaigns.
The power of promotions
Running promotions that offer added value alongside your product remain a powerful tool in the marketing arsenal of brands competing for attention in crowded UK supermarkets. These promotions, whether they are communicated added value, retailer POS or online can involve competitions, rewards, or giveaways, help influence purchasing decisions, foster loyalty, and drive engagement.
Recent research highlights that 66% of UK consumers are more likely to choose a brand offering on-pack promotions. This figure climbs to 77% among 25 to 34-year-olds, showcasing their popularity with younger, digitally savvy shoppers. Additionally, 68% of consumers admit they are more likely to stay loyal to a brand that rewards them through these kinds of promotions. In today’s competitive landscape, the stakes are high: understanding what motivates consumers and tailoring prizes accordingly is essential for success.
What prizes motivate UK shoppers?
The success of an added value promotion often hinges on the prize. Shoppers are drawn to rewards that feel aspirational, practical, or experiential. Based on our research, here’s what resonates most:
Cash and help with bills
Cash always tops our polls, but practical rewards like help with household bills are universally appealing to 27% of our survey. Women are more likely to value assistance with bills (30% vs. 24% of men). These prizes offer tangible, immediate benefits, making them especially attractive in today’s challenging economic climate.
Big-ticket experiences
Experiences like luxury holidays, concert tickets, and VIP events are consistently top motivators. For instance, 23% of UK shoppers said they would be enticed by the chance to win a foreign holiday, while 30% favoured UK breaks. Dining and meals out also rank highly, appealing to 31% of consumers and particularly resonating with women (35% vs. 27% of men). Big-ticket experiences not only create buzz but also tap into the aspirational desires of consumers.
Tech gadgets and gaming
Tech prizes, such as smartphones, tablets, and gaming consoles, attract 22% of shoppers, with a noticeable preference among men (25% vs. 18% of women). Similarly, computing and gaming-related prizes engage 17%, again with a stronger appeal to male shoppers (22% vs. 12% of women). These prizes resonate strongly with younger demographics, particularly Gen Z and Millennials.
Everyday rewards
Practical and accessible rewards like food shopping vouchers appeal to 34% and high-street shopping vouchers (32%) are highly motivating, especially for women (41% and 38%, respectively). Smaller prizes, such as free products or discount codes, create a perception of higher winning chances and encourage broad participation.
Niche and aspirational prizes
Some prizes cater to specific demographics or interests:
- Spa and pamper days are far more popular among women (22% vs. 8% of men).
- Tickets to festivals and gigs appeal slightly more to women (17% vs. 13% of men).
- Garden furniture and personalised items hold appeal for smaller, niche audiences.
Key takeaways for brands
The data reveals that the most successful added value promotions balance aspiration and practicality while aligning with consumer preferences. To maximise impact:
Know Your Audience
Tailor prizes to your target demographic. For example, women prefer vouchers and pampering experiences, while men gravitate toward tech and sporting events.
Mix Big and Small Rewards
Offer a combination of grand prizes (like holidays) to create buzz and smaller, accessible rewards (like shopping vouchers) to encourage broad participation.
Highlight Relevance
Focus on prizes that resonate with current consumer needs, such as help with bills or food shopping vouchers, particularly during economic uncertainty.
Embrace Digital Integration
Simplify entry methods with QR codes, receipt uploads, or app-based engagement to encourage participation among tech-savvy shoppers.