Abstract:

ESOMAR has asked me to make some comments on "Promotion and the Retailer". In short I was to face you as a retailer and present you with some personal experiences and comments on the subject of promotions. So far so good. When I read the papers submitted to this conference I noticed however that perhaps we do not speak the same language and that "translation facilities" will not help much. Your concern appears to be primarily with promotions staged by manufacturers and you probably wanted to gain some insight in a retailer's reaction to this phenomenon. My experience however, is mainly with promotions staged by our chains (sometimes we may ask manufacturers to participate) our purpose is to constantly promote a retail store and the manufacturer's purpose is to promote a particular brand.