Dune London - Brand Communications Guidelines

PROMOTIONS • COMMUNICATION GUIDELINES

Promotion Communication Guidelines

The Dune Group supports the following types of promotion:

1. Discount Promotions Where a discount is applied to the retail price, either as money off or a percentage off the original price , or a cash back /cash rebate offer. Discounts should only be used as a tactic to help clear slow-moving stock at a better margin than a main markdown period, or to capitalise on anticipated high footfall in the location. Discounts lower the profit margin so must be approved by Dune Merchandising. 2. Added Value Promotions Offering something of added value in exchange for a full price purchase to incentivise customers to buy from Dune London instead of from competition. There are various options to choose from but the mechanic must reflect the objective of the activity. Incentives protect profit margin whilst boosting sales but must be approved by Dune Marketing. It is the Franchise partner’s responsibility to: • Notify Dune Merchandising and Dune Marketing of all promotions. • Select the appropriate promotion mechanic to support objectives. • Fund, artwork and produce all collateral as per brand guidelines. • Ensure there is sufficient stock for planned and reactivepromotions. • Communicate and honour all terms & conditions in line with local legislation.

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