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When you watch television, it is clear that the large retailers have not given up on advertising discounts: they continue to show weekly promotions, highlighting various discounts on products.
The responsibility lies with the merchants
The Ministry of Economy and Innovation itself recalled that a meeting with merchants was held last week.
“He also addressed the social responsibility of merchants during the COVID-19 pandemic and called for them to refrain from special advertisements that encourage people to go to stores, increase the risk of contact and the possibility of infection,” 15 minutes.
According to the Ministry, the Government Resolution does not regulate how retail chains must communicate about their activities, so it is a question of responsibility of the retail chains themselves.
“However, it should be noted that there are also responsible merchants who advertise their electronic stores instead of physical stores,” the ministry said in response.
Arno Strumilos / 15min nuotr./Aušrinė Armonaitė
He claims to have given up short-term stocks
True, traders themselves do not see major problems and point to December 9. A recent government decree that came into effect included a recommendation not to use short-term sales promotions in stores.
Renata Keršienė, Director of Public Relations at Rimi Lietuva 15 minutes He explained that, given this, the retail chain had abandoned the scheduled day of sales, which was carried out only in the online store.
“We also carefully evaluate each offer organized for buyers. One of the main purposes of advertising in the media is to inform consumers so that they can plan their purchases and acquire the food and other necessities they need, both at reasonable prices and in a moment. convenient for them. The advertised offers are valid for at least a few days or a week, so they are not instantaneous, short-term, “he explained.
Arno Strumilos / 15 min nuotrium / Advertising
In addition, according to R.Keršienė, the retail chain extended the working hours of the stores so that customers could visit the stores at different times and thus their flows would not be greater and there would be no need to regulate them.
And Valdas Otsing, Head of Communication and Public Relations at Lidl Lietuva, did not speak much.
“In response to the recommendation, we have reviewed the planned promotional materials. Their intensity is currently less than expected and we do not organize short-term sales promotion measures such as happy hours or tastings,” he said.
Arno Strumilos / 15 min nuotrium / Advertising
Promotions are important information
Vaida Budrienė, a representative for Iki, also said that the retail chain had suspended promotions in the short term and certain hours, which could attract more flows to stores.
“Currently, we only communicate long-term promotions that are valid for a week or more, so our shoppers can responsibly plan when to go to the store. This is how the flow of buyers is distributed, ”he said.
Furthermore, V.Budrienė 15 minutes He explained that about 30 percent. people in Lithuania buy only during promotions.
“Without receiving information about the discounts available online, our customers can simply go to the store to find out,” he explained his decision not to stop advertising.
Ernesta Dapkienė, Director of the Department of Communication and Image of Maxima, 15 minutes assured that the retail chain adjusted its strategic marketing efforts and reduced the publicity of its long-term campaigns.
“We no longer have short-term discounts, such as those that only apply on a specific day or at specific times, or other actions that encourage people to go to stores more often. In long-term stock advertising, we have reduced the volume of television ads, temporarily we do not send SMS to customers, “he said.
E.Dapkienė assured that the discounts are important and necessary for buyers, so they do not refuse. He also explained that promotions, during which shoppers can buy cheaper food and other products, are not short-lived.
“They usually last a week and apply in all stores of the retail chain, or four days and apply in many of our large stores in Lithuania,” he said.
Arno Strumilos / 15 min nuotrium / Advertising
Furthermore, E.Dapkienė commented that this year an extended campaign of two weeks is being organized. This is to allow people to plan their holiday table shopping and purchase ahead of time and without rushing.
“Weekly or four-day discounts are a common practice already known to our customers, generating no additional traffic during the spring quarantine or now. We are no longer organizing short-term actions and have reduced the scope of advertising for long-term actions.
We hope that shoppers will continue to responsibly plan their holiday purchases and comply with all safety requirements when they arrive in stores, ”he said.
Arno Strumilos / 15 min nuotrium / Advertising
There are scandals about advertising
15 minutes remember that in the latter, the advertisements that invite you to visit physical stores or restaurants have led to several scandals.
There has been a lot of discussion in society behavior of social media stars Karolina Meschino and Iglė Bernotaitytėwhen they announced the recently opened Burger King restaurant.
On Meschino’s Instagram, he shared an ad with his followers, offering to try Burger King food. The girl herself visited the restaurant, but, seeing the queues next to him, ran to her friend’s car to order food. True, the social media star later claimed to have been wrongly accused.
Meanwhile, I. Bernotaitytė shared an album in which he offered his followers “drive away tasting ”, thus offering a direct visit to the Acropolis. This entry was later removed, leaving only an ad offering to order Burger King food to take home. The agency representing I. Bernotaityte later took the blame for the ad and apologized.
15min, photo from personal album / Burger King, Iglė Bernotaitytė, Karolina Meschino
H&M, a clothing store chain operating in Lithuania, also sparked a wave of outrage. As the weekend draws near Information on winter sales was published only in physical stores..
True, after receiving outrage from customers, the promotion was quickly canceled.
„Scanpix“ / „PA Wire“ / „Press Association Images“ nuotr./H&M
Strengthen control in stores
On Saturday, the State Food and Veterinary Service (SFVS) announced that as Lithuania continues to fight the coronavirus outbreak, controls are tightened in supermarkets. Non-regulators of customer flows will face severe penalties.
Inspectors verify how food stores ensure compliance with mandatory requirements in the days leading up to holidays, subject to stricter quarantine conditions in the country.
Inspectors assess whether stores offer 15 square meters of retail space per visitor, restrict the flow of customers, allow only customers to wear masks and do not serve more than one person at a time.
It is also checked whether the stores provide sufficient hygiene and disinfection for the hands of customers and the employees themselves.
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