MARKET WATCH
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Winn-Dixie Debuts e-Coupons
Winn-Dixie Stores has launched an e-coupon program for shoppers in its 483 stores across the southeast United States.
The retailer is bringing millions of shoppers to the coupon network powered by Zavers by Google. They can find relevant digital coupons on the Winn-Dixie website and then load them onto their Winn-Dixie Rewards Card. Savings are automatically deducted at checkout when shoppers swipe their cards.
For more information: www.google.com/get/zavers.
Sambazon Energizes Trade Promotions
The pioneer of organic Amazon Superfoods has gained more visibility into its trade-related business strategies. The decision to upgrade to the AFS TradePro Retail Trade Promotion Management (TPM) system from AFS Technologies will allow the California-based manufacturer, Sambazon, to track sales and forecasts, plan promotions and manage charge-backs all in one place.
Sambazon’s suite of handcrafted Amazon Superfood products, including fresh juices, smoothies, energy drinks and sorbets, are available in natural health food stores and select retailers nationwide.
With a diverse portfolio and expanding presence in the marketplace, Sambazon required a centralized TPM system and a solution partner that could accommodate the company’s unique needs. By selecting a software solution specifically designed for the natural and organic space from a solution provider that enables customers to add-on complementary tools as business needs emerge, the systems better positions Sambazon to increase profitability, automate processes and invest in growth opportunities.
For more information: www.afsi.com
Latest Report on Coupon Trends, Insights and Analysis Available
The Coupon Trends Report - Insights and Analysis for 2012 from Inmar is available for download. The report provides detailed promotion metrics regarding counts and trends for distribution, redemption, method, share and performance. The latest edition of the report delivers two important new components:
- Shopper Insights: Results gleaned from the consumer research and findings from Inmar Analytics, which debuted in 2012 and is being led by industry veterans John Ross and Devora Rogers. Both joined Inmar from Interpublic Group’s Shopper Sciences where they served as CEO and Group Director respectively.
- Key Digital Promotion Metrics: While the digital promotion landscape continues to grow and evolve at a rapid pace, Inmar believes that the space has matured enough - and produced sufficient data - to begin speaking to tactics and trends for those channels and methods with a degree of confidence comparable to the paper-based promotions Inmar has supported for more than three decades now.
“We are very proud of this report - now in its 25th year of publication,” says Inmar CEO David Mounts. “This edition takes the critical promotion data contained in the report and delivers an entirely new level of value through the inclusion of consumer research findings and the addition of digital promotion trends.”
Key trends include:
- Coupon redemption is down significantly and macro-economic trends are not the reason. The decline in 2012 resulted from a gap that has arisen between consumer preference and the budget tightening that has taken place among many CPG marketers.
- As CPG marketers pulled back in 2012, others such as ecommerce “Daily deal" sites (Groupon, LivingSocial, and others), and retailer/store discounts stepped forward to fill the void. All are all benefiting from the “tightening” of coupon tactics by manufacturers.
- Consumer interest in coupons is extraordinarily high, particularly among new/emerging coupon user profiles including millennials, young adults and men. These groups are seeking out discounts more than ever. They have more tools at their disposal for discovering them. These emerging multi-channel shoppers will bring a whole new era of insight-driven activation.
- Digital promotions, though still small as percentage of the total, are growing to large enough levels for marketers to be able to track impressions, clicks and responses for shoppers who visit physical stores. Digital is giving marketers a view into offline purchasing that they have never before seen: who saw, who clicked, and who bought - all in real time.
The report and all supporting information can be accessed by clicking here.
Online Grocery Shopping Increasing
As more consumers shop online, they are exploring new digital shopping categories, including groceries, says CouponCabin.com. Its recent online survey revealed that 15% percent of U.S. adults have shopped for groceries online, and an additional 19% said they don’t do so now, but plan to in the future.
“The combination of high food prices, busy families and easy Internet accessibility has led to an increased interest in online grocery shopping,” said Jackie Warrick, senior savings advisor at CouponCabin.com. “Consumers have long bought items like apparel and electronics online. Now, they're seeking out ways to further take advantage of online shopping.”
Mobile Promotions Prompt Shoppers in Stores
Mobile promotions, which persuade shoppers to browse more within a store, can greatly increase unplanned spending, says a recent study from the American Marketing Association (AMA).
“As smartphones proliferate and apps, such as FourSquare and Local Response, become ubiquitous, marketers are seizing this moment to enhance their location-based mobile marketing strategies,” said one of the study’s authors, Jeffrey Inman at the University of Pittsburgh's Katz Graduate School of Business
Key results of the study are:
- On average, shoppers travel approximately 1,400 feet in a grocery store.
- Traveling an additional 55 feet in the store generates around $1 in additional unplanned spending.Simulations based on the researchers’ estimates suggest that strategically promoting three product categories via mobile promotion may increase unplanned spending by more than 16%.
- A coupon that requires shoppers to travel farther from their planned path results in a substantial increase in unplanned spending ($21.29) versus a coupon for a product near their planned path ($13.83).
Redemption of Mobile Coupons Projected to Increase
The global redemption rate of mobile coupons will average over 8% by 2016, says a new report form Juniper Research.
The report said mobile coupons have compelling advantages over their paper and online alternatives and are especially suited for bricks-and-mortar retailers. Juniper said mobile coupons bridge the gap between online and physical retailing and can be individually targeted to drive traffic to stores.
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