View this post on Instagram
eXtra national day offers
extrastores · Instagram · https://www.instagram.com/extrastores/p/DdesWFhtka7/ · Embedded from Instagram
The pattern
This commercial ad is filed under Seasonal offer first.
Define
The season is the offer. National Day, back-to-school, Hajj travel, White Friday. The calendar leads. The SKU follows.
Mechanism
Occasion-first merchandising. When the market is already shopping, burying the number loses to whoever puts 30% in the first line.
Verdict
A real regional occasion will move the category