By Suzie Brown
June 24, 2010
A change in the consumer mindset toward value is clear. This is evidenced by the increased redemption rates and the numerous studies confirming new consumer shopping habits and behaviors. Marketers are taking note of this phenomenon as they continue to appeal to the savvy shopper, who has come to expect and seek out great deals. As lasting shopping habits are formed, Information Resources Inc. reports that 87 percent of shoppers indicate an item’s price is an important factor in product selection; 73 percent make shopping lists; and 61 percent look at the store flyer to plan their shopping. In line with these consumer trends, coupons, deals and offers will continue to be an important marketing tool to reach and motivate shoppers in 2010 and beyond.
We know consumers are increasingly engaging with digital media to seek savings. We also know that traditional media is often what drives it. This blended approach enhances a program’s reach and impact by incorporating digital and print in a single promotion. For example, while looking through their coupon booklet or insert, consumers respond to an ad asking them to text for a free offer or coupon. Clients have found these innovative campaigns to be successful in engaging consumers, activating response, building brand awareness, driving store traffic and influencing purchase behavior.
In a recent campaign, a leading grocery retailer received more than 11,000 consumer responses within 48 hours to a RedPlum Shared Mail and Mobile Text4Engagement program. This retailer invited consumers to text a request for coupons redeemable at the grocery store for free products. As a result of this campaign, 53 percent of responders opted for future mobile alerts from the grocer and 43 percent provided their loyalty card number via text, allowing the retailer to update their contact information. Seventy-three percent of the consumers receiving the free coupons redeemed all three offers, further driving trial and product awareness.
The number of media channels available to consumers has greatly increased, making the task of identifying how, when and where consumers find value more difficult and complex. Technological advancements can efficiently sort through these varied media channels to target relevant geographies, identify consumer media usage and blend the right media to produce the most effective multi-channel recommendations. Marketers that take advantage of these advancements can now create localized media plans tailored specifically to the consumer buying decision process.
Together with traditional media, digital plays a vital role to extend the reach and activate current print media programs to connect with all types of consumers. While online coupons have historically represented a small percentage of coupons in the marketplace, they continue to grow. Ground-breaking technology will enable today’s tech savvy and on-the-go shopper to pair a print offer with a digital deal to fit their lifestyle and maximize savings.
Suzie Brown is Chief Marketing Officer of Valassis, one of the nation’s leading media and marketing services companies, delivering value through its RedPlum media portfolio to over 100 million households each week. With more than 25 years of industry experience, Brown has an in-depth understanding of media, advertising and consumer promotion and is frequently quoted in the media. She has been featured in The New York Times, Smart Money magazine, the Los Angeles Business Journal and more. Brown can be reached at browns@valassis.com.