Is there a perceived administrative burden for
each of your coupon campaigns? Not sure
how the process works or how to construct a budget? Despite couponing still being a really
effective sales promotion technique we think that both of these questions are
putting brands off from using this valuable tool to encourage trial and repeat
And then there’s the added dimension of UK
FMCG retailer initiatives to recover their money by direct deducting from
trading accounts (and more major multiples will no doubt follow suit to speed
cash recovery and cut down admin costs in store).
There’s no doubt that coupons work in terms of
achieving brand objectives: there are numerous surveys and articles which cover
the topic and demonstrate the technique’s effectiveness. With the advent of digital, innovative distribution
methods continue to appear. The landscape will change again once retailers invest
in EPOS systems across their estates that are capable of scanning coupons from
mobile devices and the technology to enable single-use only is mastered (&
the not insignificant investment made). Of
course this will only happen if retailers are willing to give an even playing
field to both price led initiatives and such brand led campaigns.
clearing coupons for both retailers (cash recovery) and manufacturers (achieve
promotional objectives) in the UK for 20 years, so we know what we are
We predict that
a reinvigorated interest in the use of couponing will happen very soon. Some
retailers (Co-op, Asda) already have systems in place to validate that the
correct product has been purchased when the coupon is presented. This system uses live data to eradicate
coupon misuse (intentional or otherwise) by ensuring that the coupon is valid
and the correct product GTIN has been scanned.
This ‘scan & burn’ approach will quickly be adopted by other
We are already
working with promoters to help them conform to the new retailer requirements and
we have created a single source for authorisation, redemption and validation of
coupon campaigns. We can consolidate all redemptions and costs and provide the
usual post promotion analysis without the need for the client to brief several
different parties and to keep track of many different lines of cost.
Did you know?
We also have a digital ‘click & print’ coupon product called Webcoupon. Developed specially for the
UK market, Webcoupon can easily be
integrated into digital platforms. Check
out more information here
If you need more information on anything at all, or you would like to talk about a project you are planning, we would love to listen and have a chat. The team are on hand to answer any questions you might have. Send us a message, request a call back or give us a call at +44 (0)1858 410510