Promotions drive traffic in the Center Store. This is not a groundbreaking development. Yet in the face of ever-increasing competition and the modern appetite for so-called "retailtainment," it is no longer as simple as a good price on candy canes in December. A recent study conducted by the Promotion Marketing Association, New York, indicates that from 20% to 35% of all consumer purchases are linked to some kind of promotion. That same study suggests that promotions gratify the shopper's ...

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