A practical guide to planning promotions and discounts: goals, formats, timing, rules and results analysis without hurting margins.
Published: 11.8.2025 Reading time: 1 min. Learn how to plan and run promotions and discounts so you can attract customers, increase sales, and preserve profit without sacrificing margins. Discounts and promotions are a powerful marketing tool, but if handled poorly they can reduce profit. The key is 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.
Choose a promotion mechanic that fits the goal and audience: Percentage discount (-20%). Fixed price (item for 999 rubles). Buy one, get one free. Gift with purchase.
Limits create motivation to act fast: Short-term promotions drive quick purchases. Limited stock creates a sense of scarcity.
Clear participation terms build customer trust: State the terms of participation clearly. Avoid fine print that frustrates 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 only a short-term sales spike, but also long-term customers. The key is to plan, test, and analyze.