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Shoppers Benefit from use of In-store Couponing
Providing a coupon at the point-of-purchase in the fresh department, related to the purchase item and customer, is creating dramatic new merchandising opportunities.
The principle is very simple; generate impulse buying with in-store coupon promotion offers. The shopper’s experience begins in the fresh department at the “front” of the store with the majority of customers using the fresh service counters. Technology is now available to deliver coupons to the shopper along with their purchase at the meat, cheese, or deli service counter.
Do you need a marinade or wine suggestion to go with your purchase of salmon? Coupon promotions at the fresh service counter can provide special discounts and offers related to their fresh purchase. Retailers are discovering that in-store coupon promotions have excellent acceptance by shoppers and are creating measurable sales lift with cross promotions.
Coupons are rapidly gaining acceptance by European shoppers. The greatest growth in retail coupon promotions is in Germany. Retail laws prohibited the use of coupons prior to 2002. Industry experts predict that more than 5 billion coupons will be issued this year in Germany.
Several large Retailers in Europe have started the first pilot tests with In-store Couponing. With weekly updates of promotions and under different measured variables they tested the acceptance and efficiency of the Couponing has been optimized. Redeeming rates of scale couponing in the fresh department are significantly higher in relation to other delivery methods of coupons.
Several large Retailers in Europe have started the first pilot tests with In-store Couponing. With weekly updates of promotions and under different measured variables they tested the acceptance and efficiency of the Couponing has been optimized. Redeeming rates of scale couponing in the fresh department are significantly higher in relation to other delivery methods of coupons.
European retailers have been cautious regarding the acceptance of such promotions. To test market the concept, Mettler Toledo worked with a Retailer on a common study of the acceptance of in-store coupons. 650 interviews were completed at various store locations. As shown in the summary results below, the customer opinion poll demonstrated extremely high acceptance.
Benefits:
- Customer proximity to the buying decision in the center store
- Greater personal customer contact by the store associate
- Purposeful sales promotion, CROSS selling
- Total control over the promotion and coupon process
- Ability to deliver fast promotions to the individual store needs
- Automated clearing of coupons
- Low fraud risk