In a strategic move to enhance consumer engagement, a major convenience retailer has unveiled a novel ‘three for £4’ mix-and-match freezer deal set to run until 2025, effectively replacing the previous ‘five for £6’ offer.
The newly introduced promotion empowers customers to select any three qualifying freezer products for just £4, reflecting a commitment to providing customisable and cost-effective meal solutions. This shift aligns with consumer research highlighting a growing preference for flexible purchasing options within the retail sector. In particular, there has been a notable 17% annual increase in retailer engagement with the freezer deal, underscoring a heightened demand for dynamic promotional strategies.
Retail analysts suggest that mix-and-match deals not only foster greater customer engagement but also encourage larger basket sizes and cross-category purchases. The new offer stands to periodically change its range of available products, providing customers with opportunities to explore diverse options without the risk of excessive stockpiling of frozen foods.
Additionally, stores participating in this promotion can anticipate improved profit margins compared to traditional discount models. This is attributed to the flexibility and adaptability of the new offer, which accommodates varied consumer preferences, thus enhancing the overall shopping experience.
Hannah Lockwood-Geck, category controller, expressed optimism about the new deal, stating, “This exciting new ‘three for £4’ mix-and-match frozen deal marks an important step in responding to our customers’ preferences and ensuring that we keep bringing innovative and appealing offers to our partners. By replacing our previous promotion with a flexible deal that allows consumers to personalise their choices, we’re enabling stores to provide an even better experience. This updated approach means our retailers can offer more tailored selections to match local preferences, improve margins, and better serve their communities.”
By implementing this flexible, consumer-driven approach, the retailer aims to strengthen its connection with customers, facilitating a satisfying and engaging shopping journey while also benefiting store operators.
