UPPER SADDLE RIVER, N.J. — Retailers must use promotions not simply to drive volume but to drive incremental volume, industry consultants said last week during a webinar cosponsored by The Food Institute here. Jim Hertel, managing partner at Willard Bishop, Barrington, Ill. — the other co-sponsor — said promotions and discounts that drive traffic and build basket size can amount to 15% of sales revenues, “but they may not generate incremental sales, enhance a store's price image or build ...
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