Understanding the behavior of Retailers & Consumers for leaflet promotions in KSA during Saudi National Day 2020

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Understanding the behavior of Retailers & Consumers for leaflet promotions in KSA during Saudi National Day 2020

Saudi Arabian National day is always celebrated on the 23rd of September. Known locally as Al-Yaom-ul-Watany, it marks September 23rd 1932, when King Abdulaziz announced the unification of the country as a kingdom. We conducted a high level review of retailer activity running up to Saudi National Day over time.

Understand the timing of the campaign – how the flyers are planned around the ‘Saudi National Week’?

To increase sales and footfall in 2020, 14% of retailers started promoting Saudi National Day flyers 2 weeks before and more than 70% of Retailers started promoting Saudi National Day flyers 1 week before Saudi National Day.

Understanding the dynamics of offers during Saudi National Weeks and Regular weeks:

Top Categories:

Categories on which promotions reduce during Saudi National week

  1. School Supplies
  2. Mobile Phones
  3. Frozen Vegetables
  4. Air Conditioners
  5. Dried Fruits

There is an exceptional growth in the promotions of some categories during Saudi National Weeks:

Understanding the dynamics of offer and promotion mechanism during the Saudi National Day Period

  • Toys & Games is one of the key categories on which retailers promote, with promotion increasing from 0.31% in regular weeks to close to 0.91% in Saudi National Day period
  • Offer-Mechanics: Multibuy and percent discount constitute 95% during Saudi National Day
  • Discount: There have been no drastic change in discount across regular and Saudi National Day weeks

Expectation from Saudi National Day 2021:

We have observed that The Saudi National Day Flyer activity is increasing over the years. In 2020, the Saudi National Day Themed flyers started 2 weeks before Saudi National Day started. Since 2020 was impacted by the pandemic, it is expected that retailers will be more aggressive with Flyers & Promotions in 2021, and we can see the same trend this year in Saudi Arabia with popular supermarkets starting Saudi National Day Themes. 

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