Which 7-Eleven promotions actually lift sales?
Short answer: No promotion type works for every product. The ones that genuinely lift sales start from a clear goal for the round, such as a first trial, a bigger basket or winning shoppers from another brand, and use the mechanic that fits that goal. Then measure sales per store both during and after the promotion. If sales after the promotion fall below where they were before, it may only have pulled future sales forward.
"Which promotion should we do?" usually comes up when the distributor sends over a promotion calendar. Brands then pick on cost or on what a competitor did, which doesn't answer what shopper behaviour the round is supposed to change.
Choose the mechanic from the goal
| Goal of the round | Better-fitting mechanic | Watch out for |
|---|---|---|
| First trial | Single-unit price cut, trial size, or pairing with something people already buy | If people don't know the product, a discount alone does little |
| Bigger basket | Multi-buy price | Regular buyers stock up; sales may dip afterwards |
| Win from another brand | A price per unit that compares clearly with the category best-seller | If the normal price is much higher, people go back |
| Repeat purchase | A benefit on the next purchase, or a collect-and-redeem activity | It has to be easy to understand or nobody joins |
If you can't write the round's goal in one line, it's too early to choose a mechanic.
Do the maths before approving
Before agreeing with the distributor, answer three questions with your own numbers:
- Cost per unit of the promotion, including the discount you fund and any fees paid to the retailer for that round.
- Extra units needed to break even: total promotion cost divided by profit per unit after the discount.
- Is that uplift realistic? Compare it with your current sales per store per day.
Hypothetical example: if profit per unit after the discount is THB 4 and the promotion costs THB 40,000 in total, you need at least 10,000 extra units above normal sales to break even. The figures only illustrate the method.
Measure three periods
- Before: several weeks of sales per store per day as the baseline.
- During: sales per store against the baseline, and against stores or areas that didn't run it, if you have them.
- After: at least as long as the promotion ran. If sales drop below the baseline, there was stocking-up or borrowing from future weeks; take that off before calling it worthwhile.
A good promotion leaves sales per store above the old baseline after it ends, even if lower than during the promotion.
Make sure people know about it
In-store signage only reaches people who walk past that shelf. If the goal is new triers, tell people outside the store too, for example with content that shows the pack and the promotion dates, targeted only at areas with stock.
Check before running
- Prize draws, lucky draws and giveaways carry legal requirements; check with a lawyer first.
- Which promotion types the retailer accepts, for how long and at what cost depends on your trade terms and the buyer's approval, not on the brand alone.
- Prices on packs and in content must match the in-store price for that period.
Limits
- This explains how to choose and measure; it doesn't say which promotion works in which category, because no comparable public data exists
- Figures in the example are hypothetical
- Measuring after the promotion needs weekly data from the distributor; monthly data will blur the effect
FAQ
Should we run a promotion in the first month on shelf? It depends on whether people know the product yet. If they don't, make it recognisable first, then use the promotion to speed things up.
Is a multi-buy better than a single-unit discount? It's better when the goal is to get existing fans to buy more. For new triers, asking them to buy several units may be too much.
How do we know the uplift came from the promotion and not the season? Compare with areas that didn't run it over the same weeks, or with the same period last year.
Sources
- Subpayanunt on hidden modern trade costs (markdowns and promotion costs): https://www.subpayanunt.com/post/modern-trade-hidden-costs-listing-fee
- How many extra units a marketing budget needs to break even: https://www.flowupth.com/en/insights/marketing-breakeven-units
- Measuring with test and control areas: https://www.flowupth.com/en/insights/test-vs-control-stores
Related guide: Listed in 7-Eleven Thailand but Not Selling?
Free tool: Sales per store per day, promotion stock and marketing break-even calculator
Get Flowup to help: Listed in 7-Eleven Thailand but not selling? Fix it before delisting
Next step: Not sure where your product should start? Send the Flowup team your product and where it sells today, on LINE or by email.
What Flowup can do for you: Services · Contact Flowup · Insights