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Threshers vindicated by Harpers debate research

Published:  23 July, 2008

Thresher Group's decision to concentrate on three-for-two discounts was vindicated last week after research produced for the Harpers debate at the LIWSF showed it is consumers' preferred discount mechanic.

Held in conjunction with industry research group Wine Intelligence, which undertook the study, this year's debate was titled Spending Power: Are You Getting Value From Marketing?

As well as offering a detailed look at the effectiveness of advertising, price promotion and sampling in reaching consumers and stimulating purchase, the research looked at which price-discounts consumers found most appealing.

Given five different options that had broadly similar costs to the funder of the promotion - 6.65 down to 4.99; 25% off' to 4.99; two for 10 (normal price 6.65); buy two get one free (normal price 6.65); and everyday low price (exact price not stipulated) - the largest group, 36% of the 1,000 respondents, went for buy two get one free, with the straight price discount (6.65 to 4.99) at second place with 29%.

Three-for-two was also more popular with older, higher-spending and highly involved' consumers. Younger respondents preferred the single-bottle discount.

Jonathan Butt, head buyer at Thresher Group, told Harpers: We're very encouraged by the research, which looks excellent and it backs up the feedback we are getting from our stores. People are experimenting more, particularly with the third bottle, and it has really re-energised our staff.

So far it has worked best in the more upmarket shops, but we are encouraged with the results across the board. Footfall and spend is generally up everywhere.'

Wine Intelligence also unveiled new consumer portraits' it is using to categorise wine drinkers.

See the Features section for the full report on the research and the debate.