Many consumers want promotions that go beyond basic discounts but brands not responding

Consumers are ready for a new era of brand promotions, with 51% saying a genuinely creative promotion would make them try a brand for the first time, but many brands are still defaulting to basic money off discounts.

That's according to a new report commissioned by Talon.One and including analysis from WPP Enterprise Solutions and Mando.

The report, based on a survey of 2,000 UK consumers, carried out by Censuswide, reveals a significant gap between the promotions brands are serving up and what consumers actually respond to. Loyalty points, BOGOF (buy one get one free) offers and discount codes dominate what consumers see. Yet 29% cannot recall a memorable promotion at all. Meanwhile, 51% describe the promotions they receive as generic or predictable, and 48% often find them irrelevant.

The commercial cost of this over-reliance on discounting is clear. 55% say that when brands discount products constantly, they become reluctant to pay full price.

Christoph Gerber, CEO and Founder of Talon.One, comments: "Price promotions are one of the most overused and costly activities in marketing - not only are brands discounting away 20% of their revenue to drive short-term metrics, but constant discounts train customers to wait for price drops, eroding brand equity and margin. While a price cut might drive an immediate transaction, marketers need a more creative approach to build the equity and emotional pull that brings customers back."

Consumers are hungry for something different. As well as 51% saying a creative promotion would make them try a new brand, the same proportion like promotions that go beyond a straightforward discount.

37% state that a promotion has made them feel more positively about a brand beyond simply saving money. This figure rises to 56% among 18–34 year olds, pointing to an opportunity to use thoughtful, creative promotions to build long-term brand affinity with younger audiences.

The data also points to strong consumer appetite for gamified promotional mechanics. 41% of UK consumers say they enjoy a game or a challenge in a brand promotion, and 66% are aware of or have participated in McDonald's Monopoly, a prime example of gamified promotions. This rises to around 80% among 18–34 year olds. 

These findings are reinforced by research carried out by System1 Group, included in the Talon.One  report, which found that gamified mechanics consistently outperform straightforward discounts on the metrics that drive long-term brand value - memorability, excitement and uniqueness.

Leonie Walker, Managing Director at Mando, says: "The data consistently demonstrates that creativity in promotions pays. Mando’s own research, “What the Brits want from Promotions 3.0” shows that over half of consumers (55%) take part in gamified promotions.”

“Other creative rewards such as gift with purchase, instant win and prize draws achieve participation rates close to the classic cashback mechanic. This less creative, delayed discount mechanic can be made better through the smart application of gamification principles. The brands that invest in creative execution, not just price reduction, are the ones that build long-lasting relationships."

Katherine Lauritzen, Business Consultancy Director, MAP at WPP Enterprise Solutions, says: “Marketers have long shown their expertise building emotional connection through creativity in advertising and brand storytelling, but this creativity is too rarely applied to promotions”

“Delivering differentiated promotional experiences at scale requires the right architecture: unified data, real-time activation, technology, and clear ways of working that let business teams operate without being in a constant queue for IT.”

2026 RTIH Innovation Awards

Customer loyalty will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.