When asked their preference of entrymechanisms, most consumers prefer a method that is quick and easy. The top two preferred entry mechamisms were entering a code online and in-pack instant wins (Figure 4). When looking at these results in conjunction with the barriers to entry also uncovered (low likelihood or winning and too much information required) its apparentconsumers clearly desirepromotions that are easy to enter, offer realistic odds, and come without any strings attached.
Read more in the the latest issue ofThe Checkout,where we looks at shoppers’ involvement in Sponsorships and Promotions, how these programs influence purchase, and drivers to increasing participation.
You canclickhereto download the latest edition ofThe Checkout – Issue 5, 2011