It seems that not a day goes without an email popping in to my inbox from a supermarket or national chain advertising a toy sale.
Of course, toys aren’t a grocer’s core market, and driving footfall via any temporary deal or promotion is absolutely key for them. They need all the extra customers they can get in an increasingly tough market, which has just seen Tesco post a drop in profit and Sainsbury’s marginally grow its like-for-like sales.
But once the customers are in store, do they just buy the toys (and top-up their fridge), and then leave? What about those who are doing their regular, weekly shop?
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