One of the largest Ukrainian retailers in the second half of March this year conducted a campaign to sell mushroom. Suppliers agreed to supply the network during this period mushrooms at a fixed, low price. The network also made a minimum margin.
Eventually the price of the supermarket shelf during the campaign turned out to be 20-30% lower </ strong>, than the prices in other chain stores.
We will not analyze the benefits that are received (or not received) as a result of the action providers and retail network. But pay attention to the sales results, which were kindly provided.
One often hears, especially among mushroom growers, the price is not affected or little effect on sales. In part they are right. Indeed, if all the producers (or rather, the entire retail) will change the price of some small value, and the change in sales will be negligible, if at all. But how to change sales in a particular store, if the price for champignon it will be 30% less than in other stores in the same city?
The exact answer to this question would be, if, in the case of the action carried out in the stores would all the time of her were mushrooms for action prices. However, in this case, suppliers are not able to deliver the volumes that are ordered shops. A Stores ordered 5 times more mushrooms, than usual during this period! But to say that the demand has increased 5 times, too, can not – because the situation when these orders are not fully implemented, and shops can make mistakes in the assessment of sales and pent-up demand could now transferred to the application tomorrow.
As a result, the results of the action during the period of its network has sold 2 times more fungi than the same period last year, ie 100% more. While the ordered 400% greater (i.e., 5 times greater). Crossed these two figures, we believe that with the full implementation of applications, such an action would give the sales growth of 200%, ie, 3 times more than usual.