A practical guide to planning promotions and discounts: goals, formats, timing, rules and results analysis without hurting margins.
Published: 8/11/2025 Reading time: 1 min. Learn how to plan and run promotions and discounts that attract customers, boost sales and protect profit while avoiding margin loss. Discounts and promotions are a powerful marketing tool, but the wrong approach can cut into profit. It is important to plan them strategically.
Before launching a promotion, clearly define what you want to achieve: Attracting new customers. Increasing average order value. Clearing out stock.
Match the promotion mechanics to your goal and audience: Percentage discount (-20%). Fixed price (item for 999 ₽). "Buy one, get one free." Free gift with purchase.
Limits create motivation to act fast: Short-term promotions drive quick purchases. Limited stock creates a sense of scarcity.
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Transparent terms are the foundation of customer trust: State the terms of participation clearly. Avoid the "fine print" that annoys customers.
Use every available communication channel: Social media and email campaigns. Push notifications and SMS. In-store displays (posters, price tags).
Once the promotion ends, assess its effectiveness against key metrics: Sales during and after the promotion. Growth in new customers. Impact on margins.
An effective promotion delivers not just a short-term spike in sales but long-term customers too. The key is to plan, test and analyze.
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