Businesses could be about to increase their use of promotional labels after experts urged them to review which marketing strategies are proving most effective.

According to Valassis Europe, many companies are failing to review which areas of their most recent advertising campaigns yielded the best results.

As a result, those that maintain the status quo could potentially be missing out on opportunities to improve their performance, reports NamNews.

The advice came after figures from Valassis Europe indicated that more and more consumers in the UK are redeeming coupons in shops.

Statistics showed that the number of redemptions in British retail outlets went up by almost a fifth last year.

Charles D'Oyly, managing director of Valassis Europe, said: "Shoppers are now far more likely to buy products that are on promotion."

He added that the increase in coupon redemption shows that UK brands have a "real fight on their hands to hold on to loyal consumers and market share".

This coincides with data from the British Retail Consortium showing that in March 2011, shop price inflation slowed from 2.7 per cent in February to 2.4 per cent.

Denny Bros Ltd, 06 April 2011