When we talk about discounts and offers, among the favorites of consumers, there are always 2×1 promotions, and if something catches our attention in this dynamic, it is to take double what we would initially get for the same price.
If you want to apply discounts like a professional, we explain how to make sales promotions in your business and when is the best time to include 2×1 offers in your promotional strategy. Take note!
What is a 2×1 promotion?
A 2×1 promotion is defined as that sales strategy where the potential buyer is offered two items for the price of one, that is, they are given a 50% discount on the sale price of an item, always and when two pieces of the same product are purchased.
What does a 2×1 mean in offers?
When we see a 2×1 promotion in offers, it means that it is possible to purchase two products of the same price for the cost of one. Usually a 2 for 1 offer suggests that the item to be purchased is half price.
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Why offer 2×1 promotions?
If you are not a fan of promotional strategies let me tell you that you are missing out on something good. According to , the 2×1 promotion is one of the most attractive in the eyes of buyers, since 33% of users would opt for this offer if they see it in an establishment.
Here I include some of the benefits of doing 2×1 promotions in your business:
- Because it is a hook in the eyes of the consumer.
- They can help you raise the amount of the average ticket.
- They are useful to avoid balances and merchandise detained in the warehouse.
- It is good for introducing new products to the market or reaching established sales goals.
When to offer a 2×1 promotion?
There are different times when you can offer 2×1 promotions in your business. Here I suggest some of the most important:
- As an introductory price.
- In promotional season.
- To avoid balances.
- Being a necessity or serial item.
How is a 2×1 promotion calculated?
Very easy! To calculate a 2×1 promotion you must calculate the percentage that will be paid for the product, that is, you must take into account the total price of the item and divide it by two, since for each product you purchase you will be paying 50% of the total price .
Let’s do an example to make this clearer. Imagine that you are going to buy a shampoo that costs $100 pesos. If that shampoo is 2×1, this means that when you buy two identical products, each shampoo will cost you 50% of the $100 pesos, that is, $50 pesos per piece.
How to calculate a 3×2?
In the case of a 3×2 promotion, you must calculate the percentage that will be paid for two products between three items, that is, you will be paying 67% of the total cost, having a 33% discount on the final cost.
What is more convenient: a 2×1 promotion or a 3×2 promotion?
Undoubtedly, a 2×1 promotion is more convenient than a 3×2 promotion, since in the 2×1 offer you will have a greater discount, that is, a 50% discount than in a 3×2 offer, the which only applies a 33% discount on the total cost of what you are about to buy.
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How to do 2×1 promotions?
If you plan to offer 2×1 promotions, there are certain elements that you must take into account so that this promotion does not represent losses for your business. Below I indicate what factors you must calculate to offer this type of discount.
- Choose the products where the discount will apply.
- Calculate the cost of offering this promotion and the possible earnings.
- Set the conditions and limits of the offer.
- Plan a promotional campaign for your offer.
- Execute and measure the effectiveness of your promotion.
Let’s go step by step and discover how to make sales promotions that support your business goals. You think?
1. Choose the products where the discount will apply
First of all, you have to know which products you want to apply this discount to, since not all items are eligible for this scheme.
In which products can I apply a 2×1 promotion?
- New articles or by introduction to the market.
- Seasonal products (at the end of the season).
- Unique pieces or with little stock.
- Merchandise that has been in storage for a long time.
- Articles with a profit margin higher than the rest.
💡 TIP: If you still do not know how much profit margin your articles have, I recommend that you use it so you can get more out of your promotional strategy.
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2. Calculate the cost of offering this promotion and the possible earnings
Now that you’ve chosen the items to which your 2×1 promotion will apply, it’s time to calculate the possible earnings of this promotional strategy, as well as the cost of offering this benefit.
How to do it? Very easy. Make a sales forecast, which to words more, words less, is a projection of what you can receive or what you can lose in terms of profits. Calculate your approximate earnings from these items without promotion for the period of time you want to run this promotion and from there calculate the encouraging and the most beneficial scenario as well as the worst scenario, so that you know what you are dealing with and how you should harm it.
3. Set the conditions and limits of the offer
This aspect is super important and will help you avoid misunderstandings as well as bad shopping experiences. It delimits the conditions in which this sales promotion applies as well as possible cases in which it can be used.
Some questions that will help you establish the limits of your 2×1 promotions strategy are:
- How long will this promotion be available for?
- What products does it apply to?
- Is there a limit of promotions applied per promotion?
- Are modifications accepted in the applicable products?
- Is it available in all stores or only for purchases through one channel?
- Are there exchanges and returns?
Remember to have all these types of conditions and legal offers at hand and in view of the final consumer, since in addition to being , your customers will have greater certainty of what they are acquiring. We also recommend that you create good
💡 TIP: If you already have a web page with a shopping cart in Tiendanube, we have a . Take a look!
4. Plan a promotional campaign for your offer
Just as it is important to plan a promotion, it is also important to create an outreach campaign. Choose the channels where you will talk about your offer and make the necessary materials to make your campaign. You can choose to tell the world about this promotion on social media, through a , coupons, promotional banners, a Google Ads campaign, videos or even in traditional materials such as flyers, brochures or media ads, like this 2× promotion example 1 of El Globe Pastry Shops.
5. Execute and measure the effectiveness of your promotion
Perfect! Once everything is ready, it is time to execute and launch the advertising campaign along with the promotions to the world. You will see that you will attract attention and probably get a wider audience to recognize your brand.
It’s worth keeping track of promotional items to see if this strategy brought you benefits such as increased average ticket amount, or perhaps the number of items per sale, visits to your online store, or net profit.
Errors when doing 2×1 promotions
Although 2×1 promotions are one of the favorites of consumers in Mexico, it is also necessary to pay attention to those offers that, far from having a promotional model, fall into errors or fallacies when applying when making these discounts. Avoid them!
👎🏼 1. Raise costs prior to the start of the promotion
Yes, this is a classic trap when it comes to the composition of a 2×1 promotion. Some businesses tend to raise their prices, misleading the consumer into believing that they are actually getting twice as much for the same cost.
The recommendation is that you respect prices and avoid inflated prices because by raising costs you can not only face a sanction by Profeco, but your buyers will not feel confident in making their purchase, playing against you, reaching the point of avoiding buy you for the deception attempt you tried to make to your consumers.
👎🏼 2. Do not put limits or restrictions to apply the offer
Placing limits on promotions is vital so that your strategy does not get out of control. Clearly define what it is, how it is possible to make it valid, what it applies to, what items it does not apply to and even limit the amount of purchase applicable to the discount to avoid losses in your sales strategy.
👎🏼 3. Lack of advertising for the promotion
It is as important to count things as to do them. If you put a 2×1 promotion on your website with a cart, share it with the world. A dissemination campaign about this benefit will not only help you boost your sales, but also position your brand in the mind of the consumer. You can even open yourself up to potential buyers who may not have known your brand or your items before, but because of the offer, they are seduced to take advantage of this opportunity.
In summary
As an accordion I leave you some of the most important concepts that you must take into account when doing 2×1 promotions. The most important thing in this article!
What is a 2×1 promotion?
A 2×1 promotion is defined as that sales strategy where the potential buyer is offered two items for the price of one.
What does a 2×1 mean in offers?
When we see a 2×1 promotion in offers, it means that it is possible to purchase two products of the same price for the cost of one.
Why offer 2×1 promotions?
- Because it is a hook in the eyes of the consumer.
- They can help you raise the amount of the average ticket.
- They are useful to avoid balances and merchandise detained in the warehouse.
- It is good for introducing new products to the market or reaching established sales goals.
When to offer a 2×1 promotion?
- As an introductory price.
- In promotional season.
- To avoid balances.
- Being a necessity or serial item.
How is a 2×1 promotion calculated?
To calculate a 2×1 promotion you must calculate the percentage that will be paid for the product, that is, you must take into account the total price of the item and divide it by two.
How to calculate a 3×2?
You must calculate the percentage that will be paid for two products between three items, that is, you will be paying 67% of the total cost, having a 33% discount on the final cost.
What is more convenient: a 2×1 promotion or a 3×2 promotion?
Undoubtedly, a 2×1 promotion is more convenient than a 3×2 promotion.
How to do 2×1 promotions?
- Choose the products where the discount will apply.
- Calculate the cost of offering this promotion and the possible earnings.
- Set the conditions and limits of the offer.
- Plan a campaign…
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