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Table of Contents
  ? Digital Coupon Landscape p3

  ? Foreword p4

  ? Acknowledgements p5

 ArTiCles

  ? Digital Coupons Overview: Ten reasons digital coupons matter right now p6

  ? The digital coupon target p9

  ? Evaluating digital coupons for your brand p11

  ? Digital Incentives: A clarification between coupons & offers p13

  ? The Basics of Digital Couponing p14

  ? The differences between digital & traditional coupons p15

  ? Considerations for using digital coupons p17

  ? Digital Coupons: A strategy or a tactic? p20

  ? Digital Coupon Delivery p21

  ? Couponing Innovations p23

  ? Measuring Success p32

  ? Conclusion p33

 ConTribuTor ArTiCles

  ? Spotlight On: Kraft Foods p10
    an interview with Joan Francolini - Sr. Director, Brand and Customer Engagement and
    Ed Kaczmarek - Director of Innovation, Consumer Experiences

  ? Spotlight On: Coupons.com p18
    an interview with Steven Boal, CEO

  ? Spotlight On: MyWebGrocer p30
    an interview with Gregg Vincent, VP of Consumer Products
02                                                                                  blog.360i.com / @360i
Digital Coupon Landscape




03   Couponing in the Digital Age: A Playbook for CPG Brands
     Digital Coupon Landscape
                                                               blog.360i.com / @360i
Foreword


F    rom the recession has emerged a new budget-
     conscious America that is driving a marked shift
in consumer behavior around coupons. Today, digital
                                                                    Digital coupons are more flexible, efficient and more
                                                                    effective at enticing new buyers. They also appeal to
                                                                    a more attractive demographic (Millennials and other
coupons represent a growing portion of the overall                  digital natives). Beyond this, the benefits of digital
coupon market. Given the pace of change in media and                coupons are many. They offer improved personalization,
the mobile landscape in particular, digital coupons                 protection against fraud, opportunities for socialization,
present tremendous opportunities for marketers with a               greater convenience, and more.
vision.
                                                                    This playbook focuses on the most prevalent digital
A new generation of digital-minded consumers prefers to             coupon and incentive programs available for
read news online and via mobile devices, as opposed to              packaged goods marketers, with the goal of creating a
via the traditional Sunday newspaper, which for decades             comprehensive guide to the various opportunities. In
has been the main distribution outlet for traditional               the pages that follow, we present an overview of the
coupons. This generation of digital natives will not                landscape in addition to tips for maximizing marketing
spend their time clipping coupons in the kitchen. They              objectives through the use of digital coupons.
will instead explore new ways to engage with coupons
digitally.                                                                                                         — June 2011




04        Couponing in the Digital Age: A Playbook for CPG Brands
          Foreword
                                                                                               blog.360i.com / @360i
Acknowledgements

           S   everal individuals graciously lent their time and talents to the production
               of this report. We’d like to take this opportunity to thank them for their
           contributions.


           To our featured columnists: Steven Boal, Joan Francolini, Ed Kaczmarek and Gregg
           Vincent – thank you all for sharing your keen insights with us and our readers. We
           would also like to recognize Coupons.com, SmartSource, Cellfire and SocialTwist for
           their valuable input.


           Thanks also to the 360i team who wrote, edited, designed and managed this report:
           Andy Amendola, Gerardo Aquino, David Berkowitz, Amanda Bird, Kelly Dudine, Sarah
           Hofstetter, Dave Jacobs, Irina Kondrashova, R.G. Logan, Lee Maicon and Katie Perry.


           And advanced thanks to the readers who are moved to comment, share, critique,
           tweet, scan, blog or generally discuss the contents herein. We encourage you to
           reach out and share your thoughts directly with us any time at editor@360i.com, via
           feedback on our blog at blog.360i.com or on Twitter @360i.




                                             sHAre THis PlAYbooK on:




05   Couponing in the Digital Age: A Playbook for CPG Brands
     Acknowledgements
                                                                                  blog.360i.com / @360i
Digital Coupon overview:
      Ten reasons digital coupons matter right now
      us Adult online Coupon users, 2009-2013                                        % of inTerneT uSerS               ADulT online CouPon uSerS (MillionS)

                                                                                                                                              96.8m
                                                                                   88.2m                       92.5m
                                                              83.6m
                                      77.4m


                                                 46%                  47%                         48%                            49%
                         44%
                               2009




                                                       2010




                                                                                                        2012




                                                                                                                                       2013
                                                                            2011
      By 2013, 96.8 million adults will redeem an online coupon.                                                                  Source: eMarketer, May 2011.



      1. The new normal means couponing is here to stay.                           The person holding up the line with his or her coupons
      Because of the length of the recession and slow recovery,                    is no longer frowned upon or pitied because of tough
      many people will not abandon their newly adopted                             times; instead, they are seen as a savvy shopper. Digital
      frugality and continue to use money-saving techniques                        empowers these types of consumers, giving them the
      like coupons. It’s becoming part of their daily routine.                     tools to find the very best deals available.




"
        More and more consumers are making digital                                 3. newspaper readership is declining, meaning less
        coupons a part of their shopping routine, accessing                        access to newspaper circulars or free standing inserts
them across the entire digital domain - including the web,                         (FSIs), the coupons you find in your Sunday newspaper.
in social media, with consumer electronics, via their mobile                       FSIs are distributed by two key players in the traditional
phones, etcetera. At the same time, brand marketers are                            coupon industry – News Corporation’s SmartSource
increasingly engaging with consumers via digital offers,                           (News America) and Valassis. In 2010, FSIs represented
wanting to influence shoppers throughout their path to                             over 87% of total coupon distribution. As the Sunday
purchase.” –Steven Boal, CEO of Coupons.com                                        newspaper distribution declines at a faster and faster
                                                                                   rate, digital coupons will become an increasingly
      2. Couponing and saving have cultural cachet. Saving                         effective way to supplement traditional coupons (Source:
      is becoming an expected behavior among Americans.                            Valassis).




      06            Couponing in the Digital Age: A Playbook for CPG Brands
                    Digital Coupon Overview: Ten reasons digital coupons matter right now
                                                                                                                         blog.360i.com / @360i
4. Digital coupons are more efficient and have higher              7. Digital coupons are attracting a different audience
redemption rates. Brands can be much more targeted                 than traditional coupons. Consumers who are using
with digital coupons. Instead of buying the mass reach             digital coupons represent a desirable group. Digital
of traditional FSIs, brands can tailor their approach              coupon printers are 35% more likely to have a household
with the pay-for-performance model used by digital                 income of $75K+ compared to the general population.
coupon suppliers. As such, digital coupons have                    They are also more educated. Digital coupon printers
redemption rates that are nearly 20x higher than FSIs              are 17% more likely to have college or advanced degrees
and significantly higher rates than direct mail and                than the general population. Additionally, digital coupon
electronically-dispensed coupons.                                  users are younger and more likely to live in households
                                                                   with more children (Source: Simmons Market Research
5. smartphone penetration is increasing. Mobile means              Bureau).
access anytime, anywhere, as people have their mobile
phones on them all of the time. Greater smartphone                 8. The digital coupons industry is growing fast.
adoption paired with constant technological innovation             Traditional coupons may still hold the lion’s share of
is critical to the growth of digital coupons and shopper           the market, but digital coupons are growing faster.
marketing as a whole. Mobile is a great platform to                Retailers are using digital coupons to drive consumers to
reach and interact with consumers in or near the                   their websites. Brands can also benefit from the shorter
purchase phase of the shopping cycle via location-based            lead times that digital coupons offer, as well as getting
programs. As more and more consumers adopt and                     around any exclusivity restrictions, among other benefits
become comfortable with smartphones, the opportunities             (Source: Advertising Age, November 2010). According
for mobile couponing and shopper marketing will only               to 2010 research from Kantar Media, digital coupon
increase.                                                          redemptions are expected to grow 25% this year.


6. The internet has become a key part of everyone’s                9. The Zero Moment of Truth shows how consumer
daily lives. A Forrester research report from December             behavior is changing. It was was widely believed that the
2010 found that for the first time ever, the average               “first moment of truth” – the phrase coined by Procter
American spends as much time surfing the web as he or              & Gamble for the three to seven second window when
she does surfing channels on TV, approximately 13 hours            shoppers evaluate a product on a store shelf – was the
per week. As consumers spend more time online, they                key decision making point for a consumer on the path to
will naturally seek out more deals and coupons while               purchase. Evolution of consumer behavior has changed
online. The popularity of daily deal sites such as Groupon         this. Online search and social media now have people
and the myriad copycats is further evidence of this trend.         coming into store prepared and with intent to




07          Couponing in the Digital Age: A Playbook for CPG Brands
            Digital Coupon Overview: Ten reasons digital coupons matter right now
                                                                                              blog.360i.com / @360i
in-STore           Before enTerinG




                                                          75%                                  83%                                 83%
                       60%
       40%
                                            25%                                 17%                                 17%


                2007                              2008                                 2009                                2010


        A study from Symphony IRI Group found that more than 80% of shoppers make their purchase decisions before ever entering the store.




                                                                         "
  purchase particular products based on what they                                  While the first moment of truth is still
have learned online. Given this shift, Google has coined                           important, the rise of full Internet adoption
a new term: the “Zero Moment of Truth,” or ZMOT.                           and increased search engine use often lead to
                                                                           many brand interactions taking place between a
10. You can get ahead of this emerging and enduring                        consumer and a brand before that consumer ever
shift in consumer behavior. The day of the Sunday paper                    sees a product on a shelf.” –Google CPG Blog
is fading, but there is a new generation of consumers
that still wants to save. Right now digital couponing
has yet to become a fully mainstream behavior, but
whoever can make digital coupons more seamless
and easy to use for consumers will benefit vastly.




08          Couponing in the Digital Age: A Playbook for CPG Brands
            Digital Coupon Overview: Ten reasons digital coupons matter right now
                                                                                                            blog.360i.com / @360i
The digital coupon target
                                                                     360i Persona: "Coupon Carla"

T      he Insights & Planning team at 360i recently
       analyzed the persona of a typical digital coupon
user, informed by Nielsen @Plan. The market size this
                                                                     Gender: 66% female; 34% male
                                                                     Average Age: 46
                                                                     Marital Status: 61% married
audience was found to be 19.6% of all online audiences.              Average HHi: $72K
                                                                     employment: 70% employed full/part-time
Consumers who download online coupons tend to be                     education: grad/post grad 166 index
married women in their mid-30s to late 40s who are more
likely to be college educated. They are task-oriented                TeCHnologY AnD MeDiA ProFile
users of the Internet, looking for specific information and
                                                                     online and social Coupon Carla is highly engaged
using the web as a means to stay organized. They are also
                                                                     online, always in the know among her social networks,
well-versed in navigating necessary search tools, blogs
                                                                     sharing links and information.
and forums to retrieve relevant information. Couponers
are highly social and tend to be creators, interacting with          staying informed Coupon Carla uses the Internet as
user-generated videos, posting photos and commenting                 a means to gather data - to keep her organized and
on blogs, forums and social networks.                                informed about best deals, local happenings, new
                                                                     entertainment news and movie releases, recipes and fun
Right now, these consumers tend to be offline coupon                 tid-bits to keep her household running smoothly.
clippers as well. Beyond saving money, coupons let them
                                                                     oFFline ProFile
try new products and provide a thrill for the bargain
hunters among them.                                                  green lifestyle She is more enviromentally aware, and
                                                                     feels good about shopping for green products. Tending
Aside from a generic “coupons” keyword search, the most              to her vegetable garden is one of her favorite leisure
prevalent coupon searches are “printable coupons” and                activities, plus, fresh produce keeps her diet going!
“online coupon codes.”
                                                                     A socialite Coupon Carla loves to entertain informally
                                                                     at home, visit parks and attend various cultural events.
                                                                     When she saves money on buying products, she spends
                                                                     it on fun experiences with her friends and family.




09         Couponing in the Digital Age: A Playbook for CPG Brands
           The digital coupon target
                                                                                        blog.360i.com / @360i
spotlight on: Kraft Foods
an interview with
Joan Francolini - Sr. Director, Brand and Customer Engagement
Ed Kaczmarek - Director of Innovation, Consumer Experiences



What’s one example of how Kraft is using digital coupons         from being used more by marketers?
today?
                                                                 The most powerful benefits of digital coupons are
Kraft is using digital coupons via digital FSIs and retailer     the ability to 1) target consumer offers based on their
programs. We are using them to drive purchases, reach            purchase habits, and 2) execute a quick-to-market coupon
new audiences and tap into the growth of coupons offered         strategy at a lower non-working cost. It’s likely that
digitally. Moving forward, we’d like explore how to reduce       some marketers are concerned about fraud (i.e. copying
the costs of direct-to-card backend processing and               coupons) and the increased liability that goes along with
eliminate the option of “stacking” with direct to card. We’re    it, though Kraft Foods has not found this to be an issue.
also exploring how to link the use of digital coupons to
increased in-store support.                                      What does the future of digital couponing look like? What
                                                                 are some predictions you have for the coming years?
How do digital coupons work with or alongside
traditional coupons?                                             Expect to see more direct-to-card opportunities via
                                                                 mobile, as well as redemption via scanning directly
Depending on the brand, digital coupons can be used as           from a mobile device. We believe that mobile couponing
a quick hit way to distribute coupons, as an add-on to an        will eventually reach critical mass as redemption
FSI, as a replacement for an FSI, or as a targeted program.      integration becomes more prevalent across grocery and
We try not to duplicate offers online and in print, as many      mass-merchandise stores. Personalization and uber-
coupon users are checking multiple areas for coupons.            customization based on purchase data will exponentially
                                                                 increase relevance and enable manufacturers to more
What are the greatest opportunities that digital coupons         efficiently leverage mobile to maximize sales and loyalty.
hold for Kraft? And what is holding back digital coupons




10         Couponing in the Digital Age: A Playbook for CPG Brands
           Spotlight On: Kraft Foods
                                                                                            blog.360i.com / @360i
evaluating digital coupons for your brand
When considering if, when, and how to use digital coupons for your brand, you can apply
the same strategic analysis you would for larger digital programs. In fact, the Strategic Lens
that was described in 360i’s Social Marketing and Mobile Marketing Playbooks can still be
applied to digital coupons. You can use this lens as a way to target your evaluation when it
comes to what’s best for your brand’s needs.



Does it leverage your arsenal?                                       to serve them with digital coupons. Because some types
Digital coupons offer a great way to connect digital                 of digital coupons are not yet mainstream, knowing your
campaigns to in-store trial and purchase. Consider the               target’s comfort level regarding various digital platforms
campaign elements or brand arsenal that                                         and devices will help you achieve success.
you have to work with and incorporate                                                Mobile coupons, for example, skew more
digital coupons to help consumers                                                       towards early adopters of technology
along the decision making process.                                                        and may not be appropriate for a less
For example, to launch Cooking                                                              digitally savvy group.
Crème, Philadelphia Cream
Cheese offered coupons to the                                                                 Does it provide a value exchange?
existing Paula Deen Real Women                                                                When asking your consumers
of Philadelphia community.                                                                    to take action, they should be
Providing more context to a                                                                  rewarded in like value. Executions
digital coupon campaign will                                                                like progressive coupons and
attract more of your consumers in                                                         tell-a-friend coupons mean that
addition to those just seeking coupons.                                                 as consumers work to spread your
                                                                                     coupons and brand message they should
Does it follow the rules of the road?                                           be rewarded in turn. Ideally, the value you
Understanding which digital platforms are most used by               assign to your coupons will be of equal or greater value
your target audience will help determine where and how               to the actions necessary to redeem them.




11         Couponing in the Digital Age: A Playbook for CPG Brands
           Evaluating digital coupons for your brand
                                                                                               blog.360i.com / @360i
There is no single “right” value that all brands can                 Does it meet your objectives?
offer. The discount value should vary by brand, and be               Knowing what you hope to accomplish with your digital
influenced by a variety of factors. Brands should consider           coupon campaign is a very important step. Setting clear
their coupon budget and what they hope to achieve with               objectives will inform your decision-making when it
digital coupons before assigning a value. If the budget is           comes to determining which coupon delivery system
small and they hope to reach more people, then assigning             to use. For example, a progressive coupon may be a
a lesser value might be a better strategy. If the product            great way to build fans on a social community, but if
is unknown, a larger value may be necessary to motivate              you want to launch a new product and need more reach,
purchase. We recommend testing a variety of different                a digital FSI may be more appropriate. Also, setting
values of coupons to see which offer works best. Such                clear objectives will allow you to determine the success
comprehensive testing is something that is only possible             metrics you will ultimately use to analyze your program.
with digital coupons.




12         Couponing in the Digital Age: A Playbook for CPG Brands
           Evaluating digital coupons for your brand
                                                                                              blog.360i.com / @360i
Digital incentives:
A clarification between coupons & offers
There is a wide variety of ways to incentivize purchases online. Much of the recent
growth in online shopping is fueled by “offers,” which are discounts for service, local retail,
restaurants, and the like. Offers differ from coupons used by manufacturers to provide
discounts for their products. This report focuses exclusively on CPG coupons.




   Digital Couponing 101: e-Commerce Coupon Codes

                  With the growth of e-Commerce                    DealTaker.com. Typically discounts appear on
                  has come the growth of searching                 these sites without the brand's knowledge or
                  for coupon codes prior to making                 permission. However, if a brand is looking to
                  purchases online. For example                    maximize reach for their offer, they could allow
   consumers will search for “Orbitz Coupon Codes”                 coupons or codes to be distributed on these types
   prior to booking travel with the hope of attaining              of sites. To prevent over-redemption, or to limit
   a promotional code that will save them money                    your coupons to your target consumers, brands
   upon checkout. Some of the better-known sites                   are not advised to pursue opportunities with
   for this type of coupon are RetailMeNot.com and                 these types of sites.




13       Couponing in the Digital Age: A Playbook for CPG Brands
         Digital Incentives: A clarification between coupons & offers
                                                                                           blog.360i.com / @360i
The basics of Digital Couponing


G
           iven the flexibility of the digital medium, a             to purchase products for which they have coupons in
           digital coupon can be placed almost anywhere,             hand, as oppose to having to remember what they loaded
           added to any campaign and delivered to                    onto their loyalty cards at an earlier time.
people in a number of ways. However, supermarkets,
grocery stores and other venues where consumer goods                 An exception to these two main delivery methods is
are sold can only accept coupons in two                                           provided by the retailer Target, which has
primary ways due to their technological                                               the technology to scan barcodes on
restrictions. To be redeemed at a cash                                                 consumers’ mobile phones. Also, there
register, digital coupons must either                                                  are some apps such as CardStar, which
be printed by the consumer or loaded                                                   aggregate your loyalty cards onto your
virtually onto a supermarket loyalty                                                   phone so you can just present your
card.                                                                                  phone at checkout. Unfortunately,
                                                                                       these don’t always work well at the
According to a prominent digital                                                       register. Retailers make money by
coupon supplier, redemption rates                                                      quickly checking out customers and as
for printed coupons are about 15%,                                                     such, anything that slows that process
whereas those for loyalty card coupons                                                 down is not welcome. At present, the
are around 10%. Higher redemption                                                      technology used in Target stores has
rates for printed coupons occur because                                                not been adopted by any other large
consumers are more likely to remember                                                  retail chains.




14         Couponing in the Digital Age: A Playbook for CPG Brands
           The Basics of Digital Couponing
                                                                                              blog.360i.com / @360i
The differences between
digital & traditional coupons
For consumers, one of the key differentiators between digital and traditional
coupons is convenience. Once a coupon is online, it is easy for Internet users to
search and find it – and they no longer have to pay and wait for Sunday newspapers
find coupons. We list some of the advantages of using digital coupons below.



                                                                                                 ? Higher redemption rates: The fact
 % redemption Value                                 % Analyzed
                                                                                                   that coupons are either targeted to
                                         Traditional fSi      Digital fSi                          consumers or sought out by them has
 < 40%
                                                   7%         0%                                   lead to improved redemption rates. The
                                                                                                   consumer is taking the time to print out
 40% - 49.9%
                                               11%            0%                                   coupons so he or she is more likely to
 49.9 - 59.9%                                                                                      use them.
                                              14%                 6%
                                                                                                     Digital FSIs drive 24% more
 59.9 - 69.9%
                                        25%                         12%                              incremental redemptions than
 69.9 - 79.9%
                                                                                                     traditional FSIs (digital at 78% vs.
                                        25%                                     35%                  traditional at 63%).
 > 80%
                                           18%                                        47%            82% of analyzed Digital FSI events
                                                                                                     achieve 60% or greater incremental
Source: Knowledge Networks Normative Database. Data Period: CY 2008 and CY 2009. N
= 17 Digital and 28 Traditional recently analyzed FSIs in similar categories: 4 Edible Grocery
                                                                                                     redemptions compared to 68% for
and 1 Non-Food Category                                                                              Traditional FSIs.




15              Couponing in the Digital Age: A Playbook for CPG Brands
                The differences between digital & traditional coupons
                                                                                                           blog.360i.com / @360i
? sharability: Digital coupons can be easily shared and
  spread around by consumers. When this happens,
  coupon offers may become exhausted earlier.                        Digital Couponing 101:
                                                                     The difference between generally
? Capture demand: Marketers can use digital                          accepted manufacturer coupons and
  coupons to attract consumers who are                               customer coupons
  searching for a particular product or brand.

                                                                                       When a manufacturer
? new buyers: A new report shows that digital coupons
                                                                                       decides to launch a digital
  are 35% better at attracting previous non-buyers
                                                                                       coupon campaign via a
  and attracting more new buyers than print coupons
                                                                                       digital coupon supplier, they
  (Source: Knowledge Works Trend Report, 2011).
                                                                     can choose to have their coupons served as
                                                                     generally accepted coupons or as customer
? Timing: Digital coupons can run continuously and can
                                                                     coupons. The former is a print-at-home
  be created with relative ease compared to traditional
                                                                     type coupon which can be redeemed by the
  coupons. A digital coupon campaign, when working
                                                                     consumer at any grocery store selling that
  with a digital coupon supplier or aggregator, can
                                                                     item. When the manufacturer chooses the
  be live within 72 hours, while traditional campaigns
                                                                     latter, the user can only use that coupon at
  typically take up to eight weeks to begin.
                                                                     the specified retailer chain.

? lower costs: Digital coupons pass the cost of printing
                                                                     Customer coupons are generally delivered
  to consumers. Also, brands can set a print limit per IP
                                                                     directly to loyalty cards via the retailers’
  address so consumers can only print a single coupon.
                                                                     websites or some mobile applications. Most
                                                                     coupons fall into the “generally accepted”
? Metrics: Digital coupons can offer better
                                                                     category, as it is more beneficial to both
  tracking opportunities for brands as they can
                                                                     brand and consumer that consumers be able
  receive information on consumers printing
                                                                     to maximize redemption opportunities.
  digital coupons right from the beginning of the
  campaign launch. Traditional redemption data
  takes approximately eight weeks to gather.




16         Couponing in the Digital Age: A Playbook for CPG Brands
           The differences between digital & traditional coupons
                                                                                          blog.360i.com / @360i
Considerations for using digital coupons
The consumer experience for digital coupons is constantly evolving – and, as advanced as
digital coupons may seem, there are still some barriers to mainstream adoption.



? Application download: Some coupon programs require                   may not be the same as the digital coupon audience.
  users to download an application in order to access the              In April 2011, Experian Simmons’ John Fetto told
  offer, and this additional step may cause some users to              MediaPost that people who use coupons are more




                                                                                                       "
  drop off prior to redemption.                                        likely to use all kinds of
                                                                                                             99% of digital coupon
                                                                       coupons. Moreover, digital
                                                                                                             users said their house-
? Printing: Printing coupons adds a level of complexity                couponers tend to be more
                                                                                                     hold also used print coupons,
  for consumers, who likely only have one or two                       extreme coupon users.
                                                                                                     compared with 35% of print
  chances to print out the coupon before losing out on
                                                                                                        couponers using digital cou-
  the offer. Most suppliers will allow two chances to                ? Paid media support:
                                                                                                        pons. Digital coupon users also
  print per user because of the difficulty associated with             Sometimes additional
                                                                                                        used them for a wider variety
  printing the coupon correctly the first time.                        paid media support will
                                                                                                        of purchases and at a greater
                                                                       be necessary to achieve
                                                                                                        variety of stores than those
? in-store experience: Not all retailers accept printed                campaign print goals.
                                                                                                        who used only print coupons.”
  coupons.
                                                                                                        –John Fetto, Experian Simons

Marketer considerations to note when pursuing digital                ? “Doubling down”: Keeping track of each of your
coupon programs include:                                               brand’s coupon offers is very important as savvy
                                                                       consumers will “double down” on deals by using digital
? reach: Traditional coupons still reach more people,                  coupons with traditional coupons and match them with
  even among Internet users. Although newspaper FSIs                   in-store sales to potentially get products for free, if
  may drive volume, digital coupons minimize waste.                    not heavily discounted.


? Audience: The traditional coupon clipping target




17         Couponing in the Digital Age: A Playbook for CPG Brands
           Considerations for using digital coupons
                                                                                                 blog.360i.com / @360i
spotlight on: Coupons.com
an interview with Steven Boal, CEO




What is the single greatest opportunity that digital             What are the challenges to working with digital coupons
coupons hold for brands?                                         and how can marketers overcome them?


Coupons are proven to engage consumers and move                  Marketers are challenged to keep pace with the rapid
product off the shelf. The primary point of differentiation      change and growth that is happening in digital. New
for digital coupons is their effectiveness in enabling           channels are emerging and the existing ones are growing
brand marketers to be more personalized and targeted in          exponentially. We’re working with coupon issuers to
reaching an emerging consumer segment along the entire           address the challenge of “keeping up” by our getting
path to purchase.                                                involved in the marketer’s planning process and helping
                                                                 them plan their annual budgets based on what we see in
With traditional coupon mediums, communication is mass           the transition to digital.
and anonymous, whereas digital enables a more personal,
targeted outreach – while still delivering scale and reach       beyond naturally increasing digital habits, what are
– at multiple touch points in the decision process. What’s       some ways brands can help consumers become more
more, digital coupon users hail from a very attractive           comfortable with digital coupons?
demographic; they are younger, have higher household
incomes, have larger households, are better educated,            Brands can increase consumer friendliness with digital
shop more frequently and spend more each month on                coupons by integrating them across their multichannel
groceries than users of traditional newspaper coupons.           marketing program. It’s not just about giving a coupon




18         Couponing in the Digital Age: A Playbook for CPG Brands
           Spotlight On: Coupons.com
                                                                                           blog.360i.com / @360i
to a consumer: it’s about integrating the offer across         purchase. Retailers specifically will increasingly integrate
the entire digital promotions program. Digital coupons           digital coupons into their communications in order to
have proven their effectiveness, and as more brands offer        engage with people and promote coupon redemptions in-
them across more touch points in the purchase process,           store. Coupons.com already powers coupon galleries for
consumers will increasingly grow more comfortable with           retailers spanning tens of thousands of locations to drive
utilizing them.                                                  more shopping trips to their stores – and we anticipate
                                                                 this trend will continue to grow.
What does the future of digital couponing look like?
What are some predictions you have for the coming                We also predict digital will change the game with regard
years?                                                           to shopper marketing, introducing an entirely new
                                                                 opportunity for consumers and brands to engage with
Consumer interest in mobile coupon redemption in high-           each other along the entire path to purchase. Engagement
volume transaction scenarios (such as grocery, drug and          can begin with pre-planning at home and span all the way
mass) will continue to increase. Coupons.com is currently        to on-the-go and in-store interactions.
working with point-of-sale providers and retailers on the
architecture for redeeming manufacturer coupons with             Coupons.com enables digital coupon programs –
phones.                                                          including online printable, save to card and mobile
Regarding mobile couponing, more immediate areas                 promotions – for the nation's top brands and retailers.
include 1) retailer adoption and 2) consumers’ path to




           Couponing in the Digital Age: A Playbook for CPG Brands
           Spotlight On: Coupons.com
Digital Coupons: A strategy or a tactic?
While digital coupons alone do not represent a strategy, many manufacturers and
brands are supplementing their traditional shopper marketing strategies and traditional
couponing tactics by leveraging digitally distributed coupons.



Driving trial/purchase/increase volume                                loyalty
A little incentive can go a long way to get                               Rewarding consumers for their loyalty is easy
consumers interested in trying or buying your                                 via digital coupons because it is likely that
product. Digital coupons can also connect                                        they have raised their hands to participate
your online campaign with an offline                                               in communications such as email
element, thus closing the loop on your                                               newsletters, branded communities and/or
main objective of increasing sales.                                                   a simple visit your website.


steal share the from competitors                                                        Awareness
For new product launches, digital                                                      A well-targeted use of digital couponing
sampling may facilitate traditional                                                    can be used to generate awareness and
sampling efforts by circumventing the                                                 interest for a new or existing product.
retail store. For refrigerated or heavy
items, some digital coupon vendors, such                                             Prevent erosion from private label brands
as SmartSource, will hold your inventory                                           As private label brands grow their product
and handle the shipment and fulfillment of                                      offerings at lower prices, brands face increased
sampling orders that are taken from consumers                              competition. Digital coupons can be used to help
online. The items that still require a traditional retailer           keep more price conscious consumers away from private
will combine digital sampling registration with direct                labels, and loyal to your brand.
mail coupons for a free sample.




20          Couponing in the Digital Age: A Playbook for CPG Brands
            Digital Coupons: A strategy or a tactic?
                                                                                                blog.360i.com / @360i
Digital Coupon Delivery
A digital coupon can be distributed in a variety of ways and through a variety of channels.
Let’s discuss how one can launch a digital coupon campaign.



HoW To geT sTArTeD Most brands will work with a                      smartsource, owned by News Corporation, part of
digital coupon supplier or aggregator to execute their               News America (a traditional FSI company), is the next
digital coupon programs. They are responsible for the                largest supplier with 3 million monthly visitors and
backend and fulfillment of these coupon deals, and they              1,000+ partner sites, including some retailers. Two
can get you up and running within a few days.                         key differences between SmartSource and Coupons.
                                                                             com is that the latter provides brands with
While there are many players in the space,                                         category exclusivity on their digital coupon
the industry is dominated by a few key                                                    campaigns, and an app download is
players:                                                                                      not required.


Coupons.com has the largest                                                                 redPlum, owned by Valassis (a
online distribution network in                                                              traditional FSI company), has
the industry, reaching 17 million                                                          about 2 million monthly visitors
unique households per month                                                                and 1,000 partner sites and
across 2,000+ different partner                                                            limited retailers. Like Coupons.
sites. Partner sites range from                                                            com, RedPlum requires that
grocery retail sites to lifestyle,                                                         users download a coupon printing
food and newspaper/magazine sites.                                                   plugin.
They also have an opt-in email program, with
more than one million subscribers. Consumers must                       There are also a variety of smaller players in the
download an application to print coupons. Coupons.                   market that continue to adopt and grow new platforms.
com also offers coupons through the GroceryIQ app; see               Some of these players include Shortcuts, Cellfire,
more on p.26.                                                        Savewave and Catalina.




21         Couponing in the Digital Age: A Playbook for CPG Brands
           Digital Coupon Delivery
                                                                                               blog.360i.com / @360i
Catalina, the company responsible for coupons printed               Other places where digital coupons can be distributed
     onto grocery receipts, has recently launched an online              include:
     coupon site called Coupon network.
                                                                         ? Coupon aggregators: Coupon Cabin, CouponBug,
     Each of these sites allow users to easily browse coupons               CouponMom, TheDealery and countless others.
     that can be localized to their zip code and then printed out
     – the digital equivalent to a Sunday circular.                      ? brand websites: By partnering with vendors like
                                                                            Coupons.com, marketers can provide printable coupons
      Once established on one of these sites, brands can offer              to visitors on their own sites (i.e. serving Kraft coupons
      their coupons beyond the supplier’s site and into a wide              directly from KraftFoods.com).
      network of partner sites using what is called a digital
      fSi. A digital FSI is a way to spread your product’s               ? retailer websites: Retailers like Kroger and Safeway
                                                coupon or promotion        are making coupons available directly from their sites,
                                                across a large content     and allowing consumers to connect them to their
                                                network, similar to        loyalty cards or print them out. The benefit of going
                                                placing a media buy        directly to the retailer site is that people can be sure
                                                within an ad network.      these coupons will be accepted at the register.
                                                The digital coupon
                                                suppliers mentioned      ? Digital display media: Online banners and display
                                                above have large,           media with calls to action such as “click for a coupon,”
                                                established “coupon         can alert consumers of digital coupon deals.
                                                content networks” and
                                                offer mass reach. A      ? social: Brands can share coupons with people on a
                                                coupon network may          variety of different social networks in a many different
An example of how Coupons.com’s Concordance     include recipe sites,       ways.
system works to integrate coupons into recipes.
                                                retailers, media sites
      and a variety of other related destinations. Some coupon           ? email: Many sites will offer email newsletters that
      suppliers offer geo-targeting and pay-for-performance                 deliver coupons directly to consumers who have opted
      deals. One way to deliver these coupons is to integrate               in. Brands can integrate these coupons into their email
      them into highly relevant content, for example within                 marketing campaigns.
      online recipe ingredient links.




     22           Couponing in the Digital Age: A Playbook for CPG Brands
                  Digital Coupon Delivery
                                                                                                     blog.360i.com / @360i
Couponing innovations
                                                                       What has motivated you to "like" a company,
Now that we know the basic delivery and                                brand, or association on Facebook?
distribution methods for digital coupons,
let’s explore some more innovative ways of                                   40%                                     39%
distributing digital coupons.                                           To receive discounts and             To show my support for the
                                                                              promotions                         company to others


social Coupons
                                                                              36%                                    34%
                                                                      To get a "freebie" (e.g., free         To stay informed about the
What makes a coupon a social coupon? Any coupon that                      samples, coupon)                     activities of a company
can be shared among people online may be considered a
social coupon, but there are a few subcategories of note.
                                                                               33%                                    30%
                                                                       To get updates on future              To get updates on upcoming
FACebooK CouPons Facebook is an excellent                                      products                                 sales
environment for brands to distribute coupons to
consumers, and many brands have used digital coupons
as an incentive to get new fans or followers. In fact, a
                                                                                29%                                    25%
                                                                       For fun or entertainment               To get access to exclusive
recent report from ExactTarget and CoTweet revealed                                                                    content
that the top reason consumers will “Like” a company or
brand on Facebook is to receive discounts and coupons.
                                                                                 22%                                    21%
                                                                     Someone recommended it to me             To learn more about the
Coupons can be distributed on Facebook through a                                                                     company
variety of ways. Brands can serve up coupons directly
from fan pages to their consumers with the helps                                  13%                                   13%
of applications from vendors like Wildfire, Kickapps,                 For education about company           To interact (e.g., share ideas,
Buddymedia or Coupons.com. One common use is to                                   topics                          provide feeback)

place a coupon offer on a non-fan Facebook landing
page in order to encourage fans to “Like” your page and
redeem the coupon.                                                                     Sources: ExactTarget & CoTweet




23         Couponing in the Digital Age: A Playbook for CPG Brands
           Couponing Innovations
                                                                                                       blog.360i.com / @360i
A retailer example of a Facebook coupon program is                   deal, and that deal was for $20 for $40 worth of coupons
Walmart’s Crowdsaver app, which was live during the                  on various General Mills products. The deals, which
2010 holiday season. Crowdsaver worked similar to                    took place only in San Francisco and Minneapolis, both
Groupon, putting the success of achieving a deal in the              sold out within hours. For CPG brands, the margins will
hands of the consumers. Walmart set a threshold of                   generally prohibit such steep discounting unless costs
“Likes” that an offer needed to reach before the deal                are covered by broader promotional budgets.
became available to those who Liked it.
                                                                     CouPon CoMMuniTies AnD oTHer soCiAl CouPon
                      Social Grocery is a new ecommerce              oPPorTuniTies:
                      application that lives within
                      Facebook. It’s a social extension              There are a variety of social coupon communities and
                      of MyWebGrocer, a technology                   couponing tactics that live beyond Facebook:
                      company that powers many
                      grocery store chains’ websites.                  ? Crowdsourced coupon communities: There are
                      Users of Social Grocery can add                    a host of sites that house communities of avid
                      coupons from the Facebook app to                   couponers such as Mallicious, Dealigg and Discount
                      their loyalty cards.                               Patrol. Users will post and share coupons they have
                                                                         found, and the best deals become crowdsourced to
group Couponing                                                          the top, similar to sites like Digg and Reddit.


Another approach is “group couponing,” which was                       ? “Tell-a-Friend” coupons: Vendors like Social Twist
popularized by Groupon. Groupon began in 2008 as an                      have created socially incentivized “tell-a-friend”
email-based service for local deals activated only when                  coupons, where the coupon value is worth more if
a certain threshold of users sign up. Today, Groupon                     they agree to share it with three or more friends.
has more than 50 million subscribers worldwide. A                        These types of coupons are housed on a microsite
legion of similar providers has emerged, following in                    (or other destination) and have two values. Users
Groupon’s footsteps. These include sites like TheDealist                 can select the lesser value immediately, or select the
and LivingSocial, as well as proprietary services                        higher value which they can redeem after they either
from brands and retailers themselves. Because daily                      send it to three friends via email, or post it to their
deal sites are mostly focused on getting consumers                       social communities, where it is assumed at least
introduced to new activities and restaurants, CPG or                     three friends will see it.
even national campaigns, have been minimal. General
Mills was the first to use Groupon to offer a local CPG




24         Couponing in the Digital Age: A Playbook for CPG Brands
           Couponing Innovations
                                                                                              blog.360i.com / @360i
Another derivation of “tell-a-friend” involves rewarding             coupons alone cannot sustain an active community. It’s
users with coupons for sharing video content, pioneered              incumbent on a brand to maintain engagement and add
by a vendor called Rewardshare. Similar to that are sites            value for consumers beyond the occasional discount.
like MyLikes.com, which compensate people in exhange
for sharing content, the majority of which is deal and               gAMiFiCATion Gamification is the process of adding
coupon-related.                                                      game mechanics to experiences in order to engage
                                                                     and/or reward audiences. Adding points, badges,
Progressive CouPons Progressive coupons are                          leaderboards and challenges are a great way to
digital coupons that increase in value as more users                 motivate action from users. We are seeing this being
fulfill an action.                                                   used for marketing programs and it is often paired with
                                                                     rewards in the form of coupons.
                      For example, Healthy Choice was
                      looking to grow its Facebook fan               Vendors like Crowdtwist and Bunchball incorporate
                      base, increase engagement and                  game mechanics into websites, allowing users to
                      reinforce the brand’s reputation for           win points that can then be redeemed for coupons or
                      providing great value. Knowing that            discounts. Another platform is Swagbucks, a loyalty
                      the Healthy Choice consumer is a               program in which users can earn thousands of freebies
                      user of social media and interested            for doing online activities such as surveys, games and
                      in coupons, the brand introduced a             even simple web searches. Users also get rewarded for
                      progressive coupon on its Facebook             printing and using coupons on the site.
Page (see image at left). The coupon began at a low
value ($0.75 off) and increased as people “Liked” the                eMerging TrenDs Group couponing leader Groupon
page, ultimately reaching a “buy-one-get-one-free” deal.             is continuing to innovate in the CPG space. In June
                                                                     2011 it launched a test program that delivers deals
The progressive coupon was supported through a                       to purchasers via grocery store loyalty cards. Big Y
variety of public relations tactics and in just two weeks,           shoppers in Massachusetts and Connecticut could
the community grew from 6,800 to nearly 60,000 fans.                 purchase a coupon for a $39.99 seafood grill at a
Healthy Choice ultimately distributed more than 50,000               discounted price of $24 and have the deal automatically
buy-one-get-one-free coupons.                                        appended to their Big Y loyalty cards after the
                                                                     transaction was made online. The use of a grocery
Though digital coupons have proven to grow fan                       store loyalty card as a payment vehicle creates many
communities, it’s important to note that digital                     opportunities for CPG brands looking to simplify the




25         Couponing in the Digital Age: A Playbook for CPG Brands
           Couponing Innovations
                                                                                              blog.360i.com / @360i
in-store redemption process. Furthermore, this model               coupons via mobile barcodes that can be scanned at the
represents yet another iteration of paperless coupons,               register.
which will continue to be a trend in the digital coupon
space.                                                               Other delivery methods for mobile coupons include
                                                                     digital coupon calls to action in mobile ads and mobile
Mobile coupons                                                       games. SMS programs are popular with feature phones
                                                                     and are a great way to engage with consumers who don’t
Mobile coupons can be distributed via text message,                  have smart phones.
mobile ads, branded apps, custom apps, barcodes or
other formats. Coupons delivered via mobile devices                  The number of smartphone applications that serve
are gaining attention; however, their use is somewhat                mobile coupons is growing rapidly. One example is
hampered since retail locations often lack the                       GroceryIQ, an application from Coupons.com that helps
infrastructure to implement them at the register.                    users shop by compiling grocery lists and providing
                                                                     coupons. Users can find coupons and add them to their
At their best, mobile coupons offer the ultimate                     shopping list from the app. Other examples of coupon
convenience, as they are easier to work with than                    applications include Coupon Sherpa and Yowza!! Mobile
traditional coupons, as they don’t involve searching,                Coupons. Many manufacturers and brands are creating
sorting, clipping or remembering to take them to the                 their own branded apps like Kraft’s iFood assistant,
store. They also eliminate the need to have another                  which includes coupons. There are also aggregator apps,
loyalty card. For marketers, having access to mobile                 like CardStar, which allow shoppers to store, manage
coupons may attract a younger, more affluent target                  and retrieve loyalty cards from their smartphones.
that is not ingrained in traditional coupon clipping.
                                                                     Companies like Cellfire specialize in direct to card
As of now, mobile couponing is still an early adopter                coupon programs for mobile devices, where users can
activity, with less than 15% of mobile phone users                   load their loyalty cards with coupons that are served on
having ever used a mobile coupon (Source: mBlox                      their phones.
2010). Furthermore, only a few retailers have the
infrastructure to scan mobile coupon codes.                          A new company called SavingStar takes a different
                                                                     approach to the concept of paperless mobile couponing.
As noted earlier, Target became the first major retailer             Their app allows users to link coupons to their loyalty
to process and accept mobile coupons. To date it is the              cards similar to the way Cellfire and GroceryIQ can, but
first large scale retailer to allow consumers to redeem              instead of receiving the discounts at the time of




26         Couponing in the Digital Age: A Playbook for CPG Brands
           Couponing Innovations
                                                                                              blog.360i.com / @360i
purchase, the savings are transferred to one of four              geo-TArgeTeD ADverTiseMenTs hold much
different locations. This model is very similar to a points          potential but they also come with some risk. There are a
program, and at the time being, consumers can redeem                 variety of vendors, like PlacePunch and LocalResponse,
the savings in three ways:                                           that serve specials to consumers who check in with
                                                                     location-based apps. PlaceCast, a similar platform,
  1. They can deposit directly into their bank account or            sends ads and digital coupons to people who enter
     PayPal account.                                                 a previously determined “geofenced” area with their
  2. They can transfer them to an Amazon gift card.                  mobile device. These types of focused advertisements
  3. They can make a donation to the American Forests                work best when users have opted in to communications.
     Organization.                                                   Blanket texts to unwitting consumers may create
                                                                     dissonance with your brand.
SavingStar says that soon there will be many more
options for users to transfer their savings including                Mobile location-based points applications also provide a
airline miles, hotel points and an option to save at the             way to connect with users who are at your retail location
time of purchase. Another key difference between                     or location of interest. Shopkick and Checkpoints, for
SavingStar and other save-to-card mobile applications                example, are apps that allow users to collect points as
is that they have national reach and strong relationships            they visit several retail locations, and those points can
with a majority of retailers – plus a large amount of                be used to redeem coupons and discounts. Shopkick
data that can be used by marketers to enhance their                  also incorporates scanning barcodes so that people can
couponing efforts.                                                   collect more information, points or deals.


Mobile + location                                                    1D AnD 2D/Qr CoDes provide opportunities for brands
                                                                     to interact with consumers on the path to purchase.
Location-based marketing is one of the hottest topics in             These codes serve as a great way to connect offline and
digital today. People are engaging on mobile phones and              online messaging.
sharing their locations, coupons and discounts to nearby
stores is high on their list of priorities. In a recent              Scanning has expanded beyond codes to a newly learned
survey by JiWire, more than half of respondents said                 consumer behavior of tagging music. The Shazam
they wanted to receive location-specific ads. They also              application, one of the most downloaded apps to date,
indicated that mobile coupons were a more appealing                  allows users to tag music operating somewhat like an
incentive than check-ins (Source: JiWire Mobile Audience             audio version of a QR code. Shazam has converted this
Insights Report, 2010).                                              behavior for marketing purposes, asking people to tag
                                                                     commercials, and thus connecting offline and online




27         Couponing in the Digital Age: A Playbook for CPG Brands
           Couponing Innovations
                                                                                              blog.360i.com / @360i
campaign. One great example is Old Navy's campaign                digital coupons could be more conditional (i.e. based on
in which viewers could "Shazam" TV ads for coupons and               geography, past and present behavior, etc.)
other exclusive offers.
                                                                     Mobile + location + social
There are also a variety of localized deal applications
for mobile devices, the majority of these which are                  lbsn Location-based social networks like Foursquare,
focused on deals and not CPG coupons. Some examples                  Gowalla, Loopt and others offer deals based on where or
include apps like Scoutmob, Coupious and Peekaboo that               how often users visit (check in to) various locations.
serve local deals and offers based on your current city,
zip code or GPS location. Another example is SCVNGR                  FoursQuAre In November 2010, Foursquare piloted a
Level Up, which combines daily deals with location to                program where Safeway visitors could link their loyalty
get consumers not only to go to a location once, but to              card accounts to their Foursquare accounts. When store
return more frequently and unlock greater rewards.                   visitors checked in to Safeway, they received coupons
SparkFly, is a similar platform in the space.                        that printed right at the cashier. The second component
                                                                     of this program was tied to specific user behavior. For
Mobile AugMenTeD reAliTY is an innovative                            example, consumers who checked in to the gym received
technology that can be used to provide entertainment                 coupons for related products, such as Sobe Lifewater.
or utility to its users. Valpak and Junaio paired up to
provide a local utility to its application, in which nearby
deals are delivered via a pop up in the video camera view
of the app.


Mobile NFC (near field communication) is an emerging
technology that has been generating buzz in the
marketplace. NFC is a short range protocol built into
                                                                     The Foursquare-Sobe deal above rewarded people for checking into the gym.
cell phones that enable you to “swipe” your phone
near an NFC tag (which could be in packaging, on a
sticker or at shelf) and pass data to the phone. Android             FACebooK DeAls In 2011, Facebook announced its new
supports NFC in its most recent version of the operating             Deals product. The Alpha program provided local deals
system and there are rumors that Apple will add this                 to Facebook users in Atlanta, Austin, Dallas, San Diego
functionality to future iPhones. Adoption of NFC would               and San Francisco. There are five ways users are able to
present a big opportunity for the coupon space, as                   learn about deals in their area:




28         Couponing in the Digital Age: A Playbook for CPG Brands
           Couponing Innovations
                                                                                                     blog.360i.com / @360i
? Updates through email and notifications                           There are two major factors hindering NFC usage:
  ? A new Deals tab located on the home page
  ? News Feed stories when friends take advantage of a                  1. Relatively few payment terminals in stores include
     deal                                                                  NFC scanning, though Verifone announced that all of
  ? Personal messages & wall posts                                         its new payment systems will include NFC. Google is
  ? Sponsored Ad Units                                                     also speeding up the roll out with the debut its NFC
                                                                           payment product "Wallet" in May 2011.
Facebook will also be publishing deals offered by third
parties including Dealio, Gilt City, HomeRun, kgb deals,                2. Few mobile handsets include NFC functionality,
OpenTable, Plum District, PopSugar City, ReachLocal,                       with Google’s own Nexus S among them. There are
Tippr, viagogo and zoos. The launch of Facebook Deals                      rumors – but only rumors – that Apple may include
represents Facebook’s most notable investment in                           NFC in the next iPhone release, and such a jolt by a
social commerce since announcing it would require                          major handset maker will be needed to further NFC
game developers to utilize Facebook Credits for in-game                    adoption.
purchases back in January 2011. Users can pay for deals
using credit card, PayPal or Facebook credits.                        As an interim step, certain vendors are taking advantage
                                                                      of NFC’s low deployment costs and paper-thin chips
near Field Communications                                             to offer NFC-powered stickers that can be placed on
                                                                      consumers’ mobile handsets and scanned at specially
An emerging distribution opportunity involves near                    equipped readers at participating retailers. Dairy Queen
field communication (NFC), a wireless transmission                    ran such a pilot with Tetherball, 7-Eleven did with First
mechanism based on radio frequency identification                     Data, and Bling Nation aims to tie in mobile rewards with
(RFID) that allows devices to communicate with each                   social sharing via a Facebook app that would power NFC
other when they’re in very close proximity. With NFC, a               deals.
scanner located at the point of sale, or embedded within
the point of sale such as the Verifone credit card scanner            NFC is in its infancy in the United States, but it remains
commonly used by retailers, can instantly connect with a              something marketers should keep an eye on as Google,
consumer’s mobile phone when placed near the terminal.                Verifone, Nokia, AT&T, Verizon, T-Mobile, Visa, Samsung
At that point, people can instantly pay or redeem special             and others have all demonstrated broader support for it,
offers for doing so. Marketers and retailers can offer                and certain brands will have the oppurtunity to become
special coupons and rewards for repeat purchases, thus                early adopters to see if NFC can impact consumer
encouraging loyalty rather than just one-off deals.                   acquisition and loyalty.




29          Couponing in the Digital Age: A Playbook for CPG Brands
            Couponing Innovations
                                                                                                 blog.360i.com / @360i
spotlight on: MyWebgrocer
an interview with Gregg Vincent, VP of Consumer Products




What is the single greatest opportunity that digital                 – with a lot of groups benefiting and comfortable from
coupons hold for brands?                                             the status quo – manufacturers, clearing houses,
                                                                     retailers, coupon vendors, even consumers. The digital
Frugal shopping habits created during the recent                     coupon industry is still in its infancy and therefore
recession present a unique opportunity for                           remains fragmented. The difficulty with digital coupons is
manufacturers to target a larger and significantly                   that you are trying to create a solution for groups whose
different audience of consumers who are trying to                    needs are already being met. Marketers and service
stretch a limited grocery budget. Who doesn’t like to save           providers need to come up with a winning strategy for
$10/$20/$30 on their weekly grocery purchases? And                   digital coupons. There are also additional challenges:
once this becomes a habit to those who have traditionally
looked down on coupons, manufacturers are guaranteed                   ? Retailers are affiliated with different coupon vendors
to benefit from increased coupon usage and therefore                      and each has different technologies and point-of-
increased sales, brand awareness and loyalty.                             sale integration. This presents a bureaucratic and
                                                                          technical hurdle for marketers and manufacturers.


What are the challenges to working with digital coupons                ? Coupon-to-Card technology is limited to retailers
and how can marketers overcome them?                                      with frequent shopper numbers (FSNs).


There is a multi-billion dollar industry in paper coupons              ? Retailers want to control the experience and the




30         Couponing in the Digital Age: A Playbook for CPG Brands
           Spotlight On: MyWebGrocer
                                                                                               blog.360i.com / @360i
data, yet they are faced with a dilemma. As they               What does the future of digital couponing look like?
    try to increase distribution by allowing coupon                  What are some predictions you have for the coming
    vendors to increase their distribution to other                  years?
    affiliates, they create a customer service challenge
    in that they lose control of where, when and how                 The future of digital couponing will be marked by
    customers access digital coupons.                                relevant and highly targeted offers based on the things
                                                                     you like (purchase behavior) and powered by mobile
beyond naturally increasing digital habits, what are                 technology (geo-fencing). It is inevitable that traditional
some ways brands can help consumers become more                      paper coupons will migrate to all digital. The speed with
comfortable with digital coupons?                                    which that happens is up to the industry. Consumers
                                                                     will adopt a new process if it is convenient to them. New
One way is to make digital coupons cool by harnessing                technologies must be explored to broaden the market
emerging technologies. Highly involved audiences                     and drive innovation. It’s certainly an exciting time.
make for better consumer adoption. Websites like
SocialGrocery are trying to help move digital coupons                MyWebGrocer provides e-Commerce and emarkting
to the mainstream by providing consumers with an                     solutions to the grocery and consumer packaged
entertaining and informative experience.                             goods industries.




31         Couponing in the Digital Age: A Playbook for CPG Brands
           Spotlight On: MyWebGrocer
                                                                                                blog.360i.com / @360i
brands can use digital FSIs to test coupon values. Due
                                                                     to the volume of FSIs, marketers can geo-target offers
                                                                     based on zip codes, states or DMAs, and gather insights
                                                                     into your consumers across the country.


                                                                     Digital coupon suppliers provide tracking for coupons
                                                                     that have been downloaded and then printed, but most
                                                                     cannot track redemptions unless they partner with
                                                                     offline coupon clearing houses that work directly with
Measuring success                                                    retailers and brands. Coupons.com, for example, can
                                                                     gather reads on how many prints have run within 24
                                                                     hours of a campaign’s launch. Redemption information
The success of your digital coupon program will                      will follow six to eight weeks later, as the retailer
ultimately depend on several factors:                                requires time to track and report on the offline
                                                                     component of the transaction.
  ? Brand favorability

  ? The curent household penetration of your                         over-reDeMPTion: The best way to prevent "doubling-
    product/category                                                 down" is to create greater alignment between online
  ? Brand development index                                          and offline coupons and thereby prevent simultaneous
                                                                     offers. Communication with retailers is also important to
  ? Category development index
                                                                     prevent store sales running in tandem with your coupon
  ? The product re-purchase cycle                                    offers. Currently Kroger and Safeway have taken steps to
  ? The actual value of the coupon                                   prevent doubling down with a technology that prevents
                                                                     a printed coupon and a loyalty card coupon to be used in
  ? A purchase requirement
                                                                     the same checkout.
  ? When the coupon expires

  ? When the campaign launches                                       A small subset of the population who will only buy
                                                                     products based on coupons and deals. These are people
All of the above could influence how well your coupon                who don’t believe in paying retail price for anything. A
is received and how it spreads online. It is important               well-timed and planned coupon approach for your brand
to test the various factors above to understand which                or product will minimize exposure to these consumers,
combination works best for your product. For example,                as they are not your most desired target market.




32         Couponing in the Digital Age: A Playbook for CPG Brands
           Measuring Success
                                                                                               blog.360i.com / @360i
Conclusion

                 D     igital coupons have tremendous potential for both marketers
                       and consumers. For consumers, digital coupons can become a
                 seamless way to save money on the products they love. For marketers
                 they can offer improved efficiency and targeting.


                 Understanding the digital coupon landscape and how to use digital
                 coupons can be a daunting task, as the landscape is rapidly evolving
                 with the advent of new technologies and ways of creating, distributing,
                 promoting and redeeming digital coupons.


                 Beyond having a deep knowledge of the space, marketers should also
                 strive to better understand consumer behavior, so that they can reach
                 their audience in the ways that resonate most.




           About 360i
            360i is an award-winning digital marketing agency that drives results for
           Fortune 500 marketers through insights, ideas and technologies. 360i helps
           its clients think differently about their online presence and evolve their
           strategies to take advantage of the new world of marketing communications –
           one where brands and consumers engage in interactive and multi-directional
           conversations. 360i was selected to of Ad Age’s Agency A-List and Fast
           Company’s roster of the “World’s Most Innovative Companies.” Current clients
           include Oreo, jcpenney, Coca-Cola, Bravo and Diageo among others. For more
           information, please visit blog.360i.com or follow us on Twitter @360i.




33   Couponing in the Digital Age: A Playbook for CPG Brands
     Conclusion
                                                                                  blog.360i.com / @360i
? 2011 360i. All rights reserved.

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Couponing in the Digital Age: A 360i Playbook for CPG Brands

  • 2. Table of Contents ? Digital Coupon Landscape p3 ? Foreword p4 ? Acknowledgements p5 ArTiCles ? Digital Coupons Overview: Ten reasons digital coupons matter right now p6 ? The digital coupon target p9 ? Evaluating digital coupons for your brand p11 ? Digital Incentives: A clarification between coupons & offers p13 ? The Basics of Digital Couponing p14 ? The differences between digital & traditional coupons p15 ? Considerations for using digital coupons p17 ? Digital Coupons: A strategy or a tactic? p20 ? Digital Coupon Delivery p21 ? Couponing Innovations p23 ? Measuring Success p32 ? Conclusion p33 ConTribuTor ArTiCles ? Spotlight On: Kraft Foods p10 an interview with Joan Francolini - Sr. Director, Brand and Customer Engagement and Ed Kaczmarek - Director of Innovation, Consumer Experiences ? Spotlight On: Coupons.com p18 an interview with Steven Boal, CEO ? Spotlight On: MyWebGrocer p30 an interview with Gregg Vincent, VP of Consumer Products 02 blog.360i.com / @360i
  • 3. Digital Coupon Landscape 03 Couponing in the Digital Age: A Playbook for CPG Brands Digital Coupon Landscape blog.360i.com / @360i
  • 4. Foreword F rom the recession has emerged a new budget- conscious America that is driving a marked shift in consumer behavior around coupons. Today, digital Digital coupons are more flexible, efficient and more effective at enticing new buyers. They also appeal to a more attractive demographic (Millennials and other coupons represent a growing portion of the overall digital natives). Beyond this, the benefits of digital coupon market. Given the pace of change in media and coupons are many. They offer improved personalization, the mobile landscape in particular, digital coupons protection against fraud, opportunities for socialization, present tremendous opportunities for marketers with a greater convenience, and more. vision. This playbook focuses on the most prevalent digital A new generation of digital-minded consumers prefers to coupon and incentive programs available for read news online and via mobile devices, as opposed to packaged goods marketers, with the goal of creating a via the traditional Sunday newspaper, which for decades comprehensive guide to the various opportunities. In has been the main distribution outlet for traditional the pages that follow, we present an overview of the coupons. This generation of digital natives will not landscape in addition to tips for maximizing marketing spend their time clipping coupons in the kitchen. They objectives through the use of digital coupons. will instead explore new ways to engage with coupons digitally. — June 2011 04 Couponing in the Digital Age: A Playbook for CPG Brands Foreword blog.360i.com / @360i
  • 5. Acknowledgements S everal individuals graciously lent their time and talents to the production of this report. We’d like to take this opportunity to thank them for their contributions. To our featured columnists: Steven Boal, Joan Francolini, Ed Kaczmarek and Gregg Vincent – thank you all for sharing your keen insights with us and our readers. We would also like to recognize Coupons.com, SmartSource, Cellfire and SocialTwist for their valuable input. Thanks also to the 360i team who wrote, edited, designed and managed this report: Andy Amendola, Gerardo Aquino, David Berkowitz, Amanda Bird, Kelly Dudine, Sarah Hofstetter, Dave Jacobs, Irina Kondrashova, R.G. Logan, Lee Maicon and Katie Perry. And advanced thanks to the readers who are moved to comment, share, critique, tweet, scan, blog or generally discuss the contents herein. We encourage you to reach out and share your thoughts directly with us any time at editor@360i.com, via feedback on our blog at blog.360i.com or on Twitter @360i. sHAre THis PlAYbooK on: 05 Couponing in the Digital Age: A Playbook for CPG Brands Acknowledgements blog.360i.com / @360i
  • 6. Digital Coupon overview: Ten reasons digital coupons matter right now us Adult online Coupon users, 2009-2013 % of inTerneT uSerS ADulT online CouPon uSerS (MillionS) 96.8m 88.2m 92.5m 83.6m 77.4m 46% 47% 48% 49% 44% 2009 2010 2012 2013 2011 By 2013, 96.8 million adults will redeem an online coupon. Source: eMarketer, May 2011. 1. The new normal means couponing is here to stay. The person holding up the line with his or her coupons Because of the length of the recession and slow recovery, is no longer frowned upon or pitied because of tough many people will not abandon their newly adopted times; instead, they are seen as a savvy shopper. Digital frugality and continue to use money-saving techniques empowers these types of consumers, giving them the like coupons. It’s becoming part of their daily routine. tools to find the very best deals available. " More and more consumers are making digital 3. newspaper readership is declining, meaning less coupons a part of their shopping routine, accessing access to newspaper circulars or free standing inserts them across the entire digital domain - including the web, (FSIs), the coupons you find in your Sunday newspaper. in social media, with consumer electronics, via their mobile FSIs are distributed by two key players in the traditional phones, etcetera. At the same time, brand marketers are coupon industry – News Corporation’s SmartSource increasingly engaging with consumers via digital offers, (News America) and Valassis. In 2010, FSIs represented wanting to influence shoppers throughout their path to over 87% of total coupon distribution. As the Sunday purchase.” –Steven Boal, CEO of Coupons.com newspaper distribution declines at a faster and faster rate, digital coupons will become an increasingly 2. Couponing and saving have cultural cachet. Saving effective way to supplement traditional coupons (Source: is becoming an expected behavior among Americans. Valassis). 06 Couponing in the Digital Age: A Playbook for CPG Brands Digital Coupon Overview: Ten reasons digital coupons matter right now blog.360i.com / @360i
  • 7. 4. Digital coupons are more efficient and have higher 7. Digital coupons are attracting a different audience redemption rates. Brands can be much more targeted than traditional coupons. Consumers who are using with digital coupons. Instead of buying the mass reach digital coupons represent a desirable group. Digital of traditional FSIs, brands can tailor their approach coupon printers are 35% more likely to have a household with the pay-for-performance model used by digital income of $75K+ compared to the general population. coupon suppliers. As such, digital coupons have They are also more educated. Digital coupon printers redemption rates that are nearly 20x higher than FSIs are 17% more likely to have college or advanced degrees and significantly higher rates than direct mail and than the general population. Additionally, digital coupon electronically-dispensed coupons. users are younger and more likely to live in households with more children (Source: Simmons Market Research 5. smartphone penetration is increasing. Mobile means Bureau). access anytime, anywhere, as people have their mobile phones on them all of the time. Greater smartphone 8. The digital coupons industry is growing fast. adoption paired with constant technological innovation Traditional coupons may still hold the lion’s share of is critical to the growth of digital coupons and shopper the market, but digital coupons are growing faster. marketing as a whole. Mobile is a great platform to Retailers are using digital coupons to drive consumers to reach and interact with consumers in or near the their websites. Brands can also benefit from the shorter purchase phase of the shopping cycle via location-based lead times that digital coupons offer, as well as getting programs. As more and more consumers adopt and around any exclusivity restrictions, among other benefits become comfortable with smartphones, the opportunities (Source: Advertising Age, November 2010). According for mobile couponing and shopper marketing will only to 2010 research from Kantar Media, digital coupon increase. redemptions are expected to grow 25% this year. 6. The internet has become a key part of everyone’s 9. The Zero Moment of Truth shows how consumer daily lives. A Forrester research report from December behavior is changing. It was was widely believed that the 2010 found that for the first time ever, the average “first moment of truth” – the phrase coined by Procter American spends as much time surfing the web as he or & Gamble for the three to seven second window when she does surfing channels on TV, approximately 13 hours shoppers evaluate a product on a store shelf – was the per week. As consumers spend more time online, they key decision making point for a consumer on the path to will naturally seek out more deals and coupons while purchase. Evolution of consumer behavior has changed online. The popularity of daily deal sites such as Groupon this. Online search and social media now have people and the myriad copycats is further evidence of this trend. coming into store prepared and with intent to 07 Couponing in the Digital Age: A Playbook for CPG Brands Digital Coupon Overview: Ten reasons digital coupons matter right now blog.360i.com / @360i
  • 8. in-STore Before enTerinG 75% 83% 83% 60% 40% 25% 17% 17% 2007 2008 2009 2010 A study from Symphony IRI Group found that more than 80% of shoppers make their purchase decisions before ever entering the store. " purchase particular products based on what they While the first moment of truth is still have learned online. Given this shift, Google has coined important, the rise of full Internet adoption a new term: the “Zero Moment of Truth,” or ZMOT. and increased search engine use often lead to many brand interactions taking place between a 10. You can get ahead of this emerging and enduring consumer and a brand before that consumer ever shift in consumer behavior. The day of the Sunday paper sees a product on a shelf.” –Google CPG Blog is fading, but there is a new generation of consumers that still wants to save. Right now digital couponing has yet to become a fully mainstream behavior, but whoever can make digital coupons more seamless and easy to use for consumers will benefit vastly. 08 Couponing in the Digital Age: A Playbook for CPG Brands Digital Coupon Overview: Ten reasons digital coupons matter right now blog.360i.com / @360i
  • 9. The digital coupon target 360i Persona: "Coupon Carla" T he Insights & Planning team at 360i recently analyzed the persona of a typical digital coupon user, informed by Nielsen @Plan. The market size this Gender: 66% female; 34% male Average Age: 46 Marital Status: 61% married audience was found to be 19.6% of all online audiences. Average HHi: $72K employment: 70% employed full/part-time Consumers who download online coupons tend to be education: grad/post grad 166 index married women in their mid-30s to late 40s who are more likely to be college educated. They are task-oriented TeCHnologY AnD MeDiA ProFile users of the Internet, looking for specific information and online and social Coupon Carla is highly engaged using the web as a means to stay organized. They are also online, always in the know among her social networks, well-versed in navigating necessary search tools, blogs sharing links and information. and forums to retrieve relevant information. Couponers are highly social and tend to be creators, interacting with staying informed Coupon Carla uses the Internet as user-generated videos, posting photos and commenting a means to gather data - to keep her organized and on blogs, forums and social networks. informed about best deals, local happenings, new entertainment news and movie releases, recipes and fun Right now, these consumers tend to be offline coupon tid-bits to keep her household running smoothly. clippers as well. Beyond saving money, coupons let them oFFline ProFile try new products and provide a thrill for the bargain hunters among them. green lifestyle She is more enviromentally aware, and feels good about shopping for green products. Tending Aside from a generic “coupons” keyword search, the most to her vegetable garden is one of her favorite leisure prevalent coupon searches are “printable coupons” and activities, plus, fresh produce keeps her diet going! “online coupon codes.” A socialite Coupon Carla loves to entertain informally at home, visit parks and attend various cultural events. When she saves money on buying products, she spends it on fun experiences with her friends and family. 09 Couponing in the Digital Age: A Playbook for CPG Brands The digital coupon target blog.360i.com / @360i
  • 10. spotlight on: Kraft Foods an interview with Joan Francolini - Sr. Director, Brand and Customer Engagement Ed Kaczmarek - Director of Innovation, Consumer Experiences What’s one example of how Kraft is using digital coupons from being used more by marketers? today? The most powerful benefits of digital coupons are Kraft is using digital coupons via digital FSIs and retailer the ability to 1) target consumer offers based on their programs. We are using them to drive purchases, reach purchase habits, and 2) execute a quick-to-market coupon new audiences and tap into the growth of coupons offered strategy at a lower non-working cost. It’s likely that digitally. Moving forward, we’d like explore how to reduce some marketers are concerned about fraud (i.e. copying the costs of direct-to-card backend processing and coupons) and the increased liability that goes along with eliminate the option of “stacking” with direct to card. We’re it, though Kraft Foods has not found this to be an issue. also exploring how to link the use of digital coupons to increased in-store support. What does the future of digital couponing look like? What are some predictions you have for the coming years? How do digital coupons work with or alongside traditional coupons? Expect to see more direct-to-card opportunities via mobile, as well as redemption via scanning directly Depending on the brand, digital coupons can be used as from a mobile device. We believe that mobile couponing a quick hit way to distribute coupons, as an add-on to an will eventually reach critical mass as redemption FSI, as a replacement for an FSI, or as a targeted program. integration becomes more prevalent across grocery and We try not to duplicate offers online and in print, as many mass-merchandise stores. Personalization and uber- coupon users are checking multiple areas for coupons. customization based on purchase data will exponentially increase relevance and enable manufacturers to more What are the greatest opportunities that digital coupons efficiently leverage mobile to maximize sales and loyalty. hold for Kraft? And what is holding back digital coupons 10 Couponing in the Digital Age: A Playbook for CPG Brands Spotlight On: Kraft Foods blog.360i.com / @360i
  • 11. evaluating digital coupons for your brand When considering if, when, and how to use digital coupons for your brand, you can apply the same strategic analysis you would for larger digital programs. In fact, the Strategic Lens that was described in 360i’s Social Marketing and Mobile Marketing Playbooks can still be applied to digital coupons. You can use this lens as a way to target your evaluation when it comes to what’s best for your brand’s needs. Does it leverage your arsenal? to serve them with digital coupons. Because some types Digital coupons offer a great way to connect digital of digital coupons are not yet mainstream, knowing your campaigns to in-store trial and purchase. Consider the target’s comfort level regarding various digital platforms campaign elements or brand arsenal that and devices will help you achieve success. you have to work with and incorporate Mobile coupons, for example, skew more digital coupons to help consumers towards early adopters of technology along the decision making process. and may not be appropriate for a less For example, to launch Cooking digitally savvy group. Crème, Philadelphia Cream Cheese offered coupons to the Does it provide a value exchange? existing Paula Deen Real Women When asking your consumers of Philadelphia community. to take action, they should be Providing more context to a rewarded in like value. Executions digital coupon campaign will like progressive coupons and attract more of your consumers in tell-a-friend coupons mean that addition to those just seeking coupons. as consumers work to spread your coupons and brand message they should Does it follow the rules of the road? be rewarded in turn. Ideally, the value you Understanding which digital platforms are most used by assign to your coupons will be of equal or greater value your target audience will help determine where and how to the actions necessary to redeem them. 11 Couponing in the Digital Age: A Playbook for CPG Brands Evaluating digital coupons for your brand blog.360i.com / @360i
  • 12. There is no single “right” value that all brands can Does it meet your objectives? offer. The discount value should vary by brand, and be Knowing what you hope to accomplish with your digital influenced by a variety of factors. Brands should consider coupon campaign is a very important step. Setting clear their coupon budget and what they hope to achieve with objectives will inform your decision-making when it digital coupons before assigning a value. If the budget is comes to determining which coupon delivery system small and they hope to reach more people, then assigning to use. For example, a progressive coupon may be a a lesser value might be a better strategy. If the product great way to build fans on a social community, but if is unknown, a larger value may be necessary to motivate you want to launch a new product and need more reach, purchase. We recommend testing a variety of different a digital FSI may be more appropriate. Also, setting values of coupons to see which offer works best. Such clear objectives will allow you to determine the success comprehensive testing is something that is only possible metrics you will ultimately use to analyze your program. with digital coupons. 12 Couponing in the Digital Age: A Playbook for CPG Brands Evaluating digital coupons for your brand blog.360i.com / @360i
  • 13. Digital incentives: A clarification between coupons & offers There is a wide variety of ways to incentivize purchases online. Much of the recent growth in online shopping is fueled by “offers,” which are discounts for service, local retail, restaurants, and the like. Offers differ from coupons used by manufacturers to provide discounts for their products. This report focuses exclusively on CPG coupons. Digital Couponing 101: e-Commerce Coupon Codes With the growth of e-Commerce DealTaker.com. Typically discounts appear on has come the growth of searching these sites without the brand's knowledge or for coupon codes prior to making permission. However, if a brand is looking to purchases online. For example maximize reach for their offer, they could allow consumers will search for “Orbitz Coupon Codes” coupons or codes to be distributed on these types prior to booking travel with the hope of attaining of sites. To prevent over-redemption, or to limit a promotional code that will save them money your coupons to your target consumers, brands upon checkout. Some of the better-known sites are not advised to pursue opportunities with for this type of coupon are RetailMeNot.com and these types of sites. 13 Couponing in the Digital Age: A Playbook for CPG Brands Digital Incentives: A clarification between coupons & offers blog.360i.com / @360i
  • 14. The basics of Digital Couponing G iven the flexibility of the digital medium, a to purchase products for which they have coupons in digital coupon can be placed almost anywhere, hand, as oppose to having to remember what they loaded added to any campaign and delivered to onto their loyalty cards at an earlier time. people in a number of ways. However, supermarkets, grocery stores and other venues where consumer goods An exception to these two main delivery methods is are sold can only accept coupons in two provided by the retailer Target, which has primary ways due to their technological the technology to scan barcodes on restrictions. To be redeemed at a cash consumers’ mobile phones. Also, there register, digital coupons must either are some apps such as CardStar, which be printed by the consumer or loaded aggregate your loyalty cards onto your virtually onto a supermarket loyalty phone so you can just present your card. phone at checkout. Unfortunately, these don’t always work well at the According to a prominent digital register. Retailers make money by coupon supplier, redemption rates quickly checking out customers and as for printed coupons are about 15%, such, anything that slows that process whereas those for loyalty card coupons down is not welcome. At present, the are around 10%. Higher redemption technology used in Target stores has rates for printed coupons occur because not been adopted by any other large consumers are more likely to remember retail chains. 14 Couponing in the Digital Age: A Playbook for CPG Brands The Basics of Digital Couponing blog.360i.com / @360i
  • 15. The differences between digital & traditional coupons For consumers, one of the key differentiators between digital and traditional coupons is convenience. Once a coupon is online, it is easy for Internet users to search and find it – and they no longer have to pay and wait for Sunday newspapers find coupons. We list some of the advantages of using digital coupons below. ? Higher redemption rates: The fact % redemption Value % Analyzed that coupons are either targeted to Traditional fSi Digital fSi consumers or sought out by them has < 40% 7% 0% lead to improved redemption rates. The consumer is taking the time to print out 40% - 49.9% 11% 0% coupons so he or she is more likely to 49.9 - 59.9% use them. 14% 6% Digital FSIs drive 24% more 59.9 - 69.9% 25% 12% incremental redemptions than 69.9 - 79.9% traditional FSIs (digital at 78% vs. 25% 35% traditional at 63%). > 80% 18% 47% 82% of analyzed Digital FSI events achieve 60% or greater incremental Source: Knowledge Networks Normative Database. Data Period: CY 2008 and CY 2009. N = 17 Digital and 28 Traditional recently analyzed FSIs in similar categories: 4 Edible Grocery redemptions compared to 68% for and 1 Non-Food Category Traditional FSIs. 15 Couponing in the Digital Age: A Playbook for CPG Brands The differences between digital & traditional coupons blog.360i.com / @360i
  • 16. ? sharability: Digital coupons can be easily shared and spread around by consumers. When this happens, coupon offers may become exhausted earlier. Digital Couponing 101: The difference between generally ? Capture demand: Marketers can use digital accepted manufacturer coupons and coupons to attract consumers who are customer coupons searching for a particular product or brand. When a manufacturer ? new buyers: A new report shows that digital coupons decides to launch a digital are 35% better at attracting previous non-buyers coupon campaign via a and attracting more new buyers than print coupons digital coupon supplier, they (Source: Knowledge Works Trend Report, 2011). can choose to have their coupons served as generally accepted coupons or as customer ? Timing: Digital coupons can run continuously and can coupons. The former is a print-at-home be created with relative ease compared to traditional type coupon which can be redeemed by the coupons. A digital coupon campaign, when working consumer at any grocery store selling that with a digital coupon supplier or aggregator, can item. When the manufacturer chooses the be live within 72 hours, while traditional campaigns latter, the user can only use that coupon at typically take up to eight weeks to begin. the specified retailer chain. ? lower costs: Digital coupons pass the cost of printing Customer coupons are generally delivered to consumers. Also, brands can set a print limit per IP directly to loyalty cards via the retailers’ address so consumers can only print a single coupon. websites or some mobile applications. Most coupons fall into the “generally accepted” ? Metrics: Digital coupons can offer better category, as it is more beneficial to both tracking opportunities for brands as they can brand and consumer that consumers be able receive information on consumers printing to maximize redemption opportunities. digital coupons right from the beginning of the campaign launch. Traditional redemption data takes approximately eight weeks to gather. 16 Couponing in the Digital Age: A Playbook for CPG Brands The differences between digital & traditional coupons blog.360i.com / @360i
  • 17. Considerations for using digital coupons The consumer experience for digital coupons is constantly evolving – and, as advanced as digital coupons may seem, there are still some barriers to mainstream adoption. ? Application download: Some coupon programs require may not be the same as the digital coupon audience. users to download an application in order to access the In April 2011, Experian Simmons’ John Fetto told offer, and this additional step may cause some users to MediaPost that people who use coupons are more " drop off prior to redemption. likely to use all kinds of 99% of digital coupon coupons. Moreover, digital users said their house- ? Printing: Printing coupons adds a level of complexity couponers tend to be more hold also used print coupons, for consumers, who likely only have one or two extreme coupon users. compared with 35% of print chances to print out the coupon before losing out on couponers using digital cou- the offer. Most suppliers will allow two chances to ? Paid media support: pons. Digital coupon users also print per user because of the difficulty associated with Sometimes additional used them for a wider variety printing the coupon correctly the first time. paid media support will of purchases and at a greater be necessary to achieve variety of stores than those ? in-store experience: Not all retailers accept printed campaign print goals. who used only print coupons.” coupons. –John Fetto, Experian Simons Marketer considerations to note when pursuing digital ? “Doubling down”: Keeping track of each of your coupon programs include: brand’s coupon offers is very important as savvy consumers will “double down” on deals by using digital ? reach: Traditional coupons still reach more people, coupons with traditional coupons and match them with even among Internet users. Although newspaper FSIs in-store sales to potentially get products for free, if may drive volume, digital coupons minimize waste. not heavily discounted. ? Audience: The traditional coupon clipping target 17 Couponing in the Digital Age: A Playbook for CPG Brands Considerations for using digital coupons blog.360i.com / @360i
  • 18. spotlight on: Coupons.com an interview with Steven Boal, CEO What is the single greatest opportunity that digital What are the challenges to working with digital coupons coupons hold for brands? and how can marketers overcome them? Coupons are proven to engage consumers and move Marketers are challenged to keep pace with the rapid product off the shelf. The primary point of differentiation change and growth that is happening in digital. New for digital coupons is their effectiveness in enabling channels are emerging and the existing ones are growing brand marketers to be more personalized and targeted in exponentially. We’re working with coupon issuers to reaching an emerging consumer segment along the entire address the challenge of “keeping up” by our getting path to purchase. involved in the marketer’s planning process and helping them plan their annual budgets based on what we see in With traditional coupon mediums, communication is mass the transition to digital. and anonymous, whereas digital enables a more personal, targeted outreach – while still delivering scale and reach beyond naturally increasing digital habits, what are – at multiple touch points in the decision process. What’s some ways brands can help consumers become more more, digital coupon users hail from a very attractive comfortable with digital coupons? demographic; they are younger, have higher household incomes, have larger households, are better educated, Brands can increase consumer friendliness with digital shop more frequently and spend more each month on coupons by integrating them across their multichannel groceries than users of traditional newspaper coupons. marketing program. It’s not just about giving a coupon 18 Couponing in the Digital Age: A Playbook for CPG Brands Spotlight On: Coupons.com blog.360i.com / @360i
  • 19. to a consumer: it’s about integrating the offer across purchase. Retailers specifically will increasingly integrate the entire digital promotions program. Digital coupons digital coupons into their communications in order to have proven their effectiveness, and as more brands offer engage with people and promote coupon redemptions in- them across more touch points in the purchase process, store. Coupons.com already powers coupon galleries for consumers will increasingly grow more comfortable with retailers spanning tens of thousands of locations to drive utilizing them. more shopping trips to their stores – and we anticipate this trend will continue to grow. What does the future of digital couponing look like? What are some predictions you have for the coming We also predict digital will change the game with regard years? to shopper marketing, introducing an entirely new opportunity for consumers and brands to engage with Consumer interest in mobile coupon redemption in high- each other along the entire path to purchase. Engagement volume transaction scenarios (such as grocery, drug and can begin with pre-planning at home and span all the way mass) will continue to increase. Coupons.com is currently to on-the-go and in-store interactions. working with point-of-sale providers and retailers on the architecture for redeeming manufacturer coupons with Coupons.com enables digital coupon programs – phones. including online printable, save to card and mobile Regarding mobile couponing, more immediate areas promotions – for the nation's top brands and retailers. include 1) retailer adoption and 2) consumers’ path to Couponing in the Digital Age: A Playbook for CPG Brands Spotlight On: Coupons.com
  • 20. Digital Coupons: A strategy or a tactic? While digital coupons alone do not represent a strategy, many manufacturers and brands are supplementing their traditional shopper marketing strategies and traditional couponing tactics by leveraging digitally distributed coupons. Driving trial/purchase/increase volume loyalty A little incentive can go a long way to get Rewarding consumers for their loyalty is easy consumers interested in trying or buying your via digital coupons because it is likely that product. Digital coupons can also connect they have raised their hands to participate your online campaign with an offline in communications such as email element, thus closing the loop on your newsletters, branded communities and/or main objective of increasing sales. a simple visit your website. steal share the from competitors Awareness For new product launches, digital A well-targeted use of digital couponing sampling may facilitate traditional can be used to generate awareness and sampling efforts by circumventing the interest for a new or existing product. retail store. For refrigerated or heavy items, some digital coupon vendors, such Prevent erosion from private label brands as SmartSource, will hold your inventory As private label brands grow their product and handle the shipment and fulfillment of offerings at lower prices, brands face increased sampling orders that are taken from consumers competition. Digital coupons can be used to help online. The items that still require a traditional retailer keep more price conscious consumers away from private will combine digital sampling registration with direct labels, and loyal to your brand. mail coupons for a free sample. 20 Couponing in the Digital Age: A Playbook for CPG Brands Digital Coupons: A strategy or a tactic? blog.360i.com / @360i
  • 21. Digital Coupon Delivery A digital coupon can be distributed in a variety of ways and through a variety of channels. Let’s discuss how one can launch a digital coupon campaign. HoW To geT sTArTeD Most brands will work with a smartsource, owned by News Corporation, part of digital coupon supplier or aggregator to execute their News America (a traditional FSI company), is the next digital coupon programs. They are responsible for the largest supplier with 3 million monthly visitors and backend and fulfillment of these coupon deals, and they 1,000+ partner sites, including some retailers. Two can get you up and running within a few days. key differences between SmartSource and Coupons. com is that the latter provides brands with While there are many players in the space, category exclusivity on their digital coupon the industry is dominated by a few key campaigns, and an app download is players: not required. Coupons.com has the largest redPlum, owned by Valassis (a online distribution network in traditional FSI company), has the industry, reaching 17 million about 2 million monthly visitors unique households per month and 1,000 partner sites and across 2,000+ different partner limited retailers. Like Coupons. sites. Partner sites range from com, RedPlum requires that grocery retail sites to lifestyle, users download a coupon printing food and newspaper/magazine sites. plugin. They also have an opt-in email program, with more than one million subscribers. Consumers must There are also a variety of smaller players in the download an application to print coupons. Coupons. market that continue to adopt and grow new platforms. com also offers coupons through the GroceryIQ app; see Some of these players include Shortcuts, Cellfire, more on p.26. Savewave and Catalina. 21 Couponing in the Digital Age: A Playbook for CPG Brands Digital Coupon Delivery blog.360i.com / @360i
  • 22. Catalina, the company responsible for coupons printed Other places where digital coupons can be distributed onto grocery receipts, has recently launched an online include: coupon site called Coupon network. ? Coupon aggregators: Coupon Cabin, CouponBug, Each of these sites allow users to easily browse coupons CouponMom, TheDealery and countless others. that can be localized to their zip code and then printed out – the digital equivalent to a Sunday circular. ? brand websites: By partnering with vendors like Coupons.com, marketers can provide printable coupons Once established on one of these sites, brands can offer to visitors on their own sites (i.e. serving Kraft coupons their coupons beyond the supplier’s site and into a wide directly from KraftFoods.com). network of partner sites using what is called a digital fSi. A digital FSI is a way to spread your product’s ? retailer websites: Retailers like Kroger and Safeway coupon or promotion are making coupons available directly from their sites, across a large content and allowing consumers to connect them to their network, similar to loyalty cards or print them out. The benefit of going placing a media buy directly to the retailer site is that people can be sure within an ad network. these coupons will be accepted at the register. The digital coupon suppliers mentioned ? Digital display media: Online banners and display above have large, media with calls to action such as “click for a coupon,” established “coupon can alert consumers of digital coupon deals. content networks” and offer mass reach. A ? social: Brands can share coupons with people on a coupon network may variety of different social networks in a many different An example of how Coupons.com’s Concordance include recipe sites, ways. system works to integrate coupons into recipes. retailers, media sites and a variety of other related destinations. Some coupon ? email: Many sites will offer email newsletters that suppliers offer geo-targeting and pay-for-performance deliver coupons directly to consumers who have opted deals. One way to deliver these coupons is to integrate in. Brands can integrate these coupons into their email them into highly relevant content, for example within marketing campaigns. online recipe ingredient links. 22 Couponing in the Digital Age: A Playbook for CPG Brands Digital Coupon Delivery blog.360i.com / @360i
  • 23. Couponing innovations What has motivated you to "like" a company, Now that we know the basic delivery and brand, or association on Facebook? distribution methods for digital coupons, let’s explore some more innovative ways of 40% 39% distributing digital coupons. To receive discounts and To show my support for the promotions company to others social Coupons 36% 34% To get a "freebie" (e.g., free To stay informed about the What makes a coupon a social coupon? Any coupon that samples, coupon) activities of a company can be shared among people online may be considered a social coupon, but there are a few subcategories of note. 33% 30% To get updates on future To get updates on upcoming FACebooK CouPons Facebook is an excellent products sales environment for brands to distribute coupons to consumers, and many brands have used digital coupons as an incentive to get new fans or followers. In fact, a 29% 25% For fun or entertainment To get access to exclusive recent report from ExactTarget and CoTweet revealed content that the top reason consumers will “Like” a company or brand on Facebook is to receive discounts and coupons. 22% 21% Someone recommended it to me To learn more about the Coupons can be distributed on Facebook through a company variety of ways. Brands can serve up coupons directly from fan pages to their consumers with the helps 13% 13% of applications from vendors like Wildfire, Kickapps, For education about company To interact (e.g., share ideas, Buddymedia or Coupons.com. One common use is to topics provide feeback) place a coupon offer on a non-fan Facebook landing page in order to encourage fans to “Like” your page and redeem the coupon. Sources: ExactTarget & CoTweet 23 Couponing in the Digital Age: A Playbook for CPG Brands Couponing Innovations blog.360i.com / @360i
  • 24. A retailer example of a Facebook coupon program is deal, and that deal was for $20 for $40 worth of coupons Walmart’s Crowdsaver app, which was live during the on various General Mills products. The deals, which 2010 holiday season. Crowdsaver worked similar to took place only in San Francisco and Minneapolis, both Groupon, putting the success of achieving a deal in the sold out within hours. For CPG brands, the margins will hands of the consumers. Walmart set a threshold of generally prohibit such steep discounting unless costs “Likes” that an offer needed to reach before the deal are covered by broader promotional budgets. became available to those who Liked it. CouPon CoMMuniTies AnD oTHer soCiAl CouPon Social Grocery is a new ecommerce oPPorTuniTies: application that lives within Facebook. It’s a social extension There are a variety of social coupon communities and of MyWebGrocer, a technology couponing tactics that live beyond Facebook: company that powers many grocery store chains’ websites. ? Crowdsourced coupon communities: There are Users of Social Grocery can add a host of sites that house communities of avid coupons from the Facebook app to couponers such as Mallicious, Dealigg and Discount their loyalty cards. Patrol. Users will post and share coupons they have found, and the best deals become crowdsourced to group Couponing the top, similar to sites like Digg and Reddit. Another approach is “group couponing,” which was ? “Tell-a-Friend” coupons: Vendors like Social Twist popularized by Groupon. Groupon began in 2008 as an have created socially incentivized “tell-a-friend” email-based service for local deals activated only when coupons, where the coupon value is worth more if a certain threshold of users sign up. Today, Groupon they agree to share it with three or more friends. has more than 50 million subscribers worldwide. A These types of coupons are housed on a microsite legion of similar providers has emerged, following in (or other destination) and have two values. Users Groupon’s footsteps. These include sites like TheDealist can select the lesser value immediately, or select the and LivingSocial, as well as proprietary services higher value which they can redeem after they either from brands and retailers themselves. Because daily send it to three friends via email, or post it to their deal sites are mostly focused on getting consumers social communities, where it is assumed at least introduced to new activities and restaurants, CPG or three friends will see it. even national campaigns, have been minimal. General Mills was the first to use Groupon to offer a local CPG 24 Couponing in the Digital Age: A Playbook for CPG Brands Couponing Innovations blog.360i.com / @360i
  • 25. Another derivation of “tell-a-friend” involves rewarding coupons alone cannot sustain an active community. It’s users with coupons for sharing video content, pioneered incumbent on a brand to maintain engagement and add by a vendor called Rewardshare. Similar to that are sites value for consumers beyond the occasional discount. like MyLikes.com, which compensate people in exhange for sharing content, the majority of which is deal and gAMiFiCATion Gamification is the process of adding coupon-related. game mechanics to experiences in order to engage and/or reward audiences. Adding points, badges, Progressive CouPons Progressive coupons are leaderboards and challenges are a great way to digital coupons that increase in value as more users motivate action from users. We are seeing this being fulfill an action. used for marketing programs and it is often paired with rewards in the form of coupons. For example, Healthy Choice was looking to grow its Facebook fan Vendors like Crowdtwist and Bunchball incorporate base, increase engagement and game mechanics into websites, allowing users to reinforce the brand’s reputation for win points that can then be redeemed for coupons or providing great value. Knowing that discounts. Another platform is Swagbucks, a loyalty the Healthy Choice consumer is a program in which users can earn thousands of freebies user of social media and interested for doing online activities such as surveys, games and in coupons, the brand introduced a even simple web searches. Users also get rewarded for progressive coupon on its Facebook printing and using coupons on the site. Page (see image at left). The coupon began at a low value ($0.75 off) and increased as people “Liked” the eMerging TrenDs Group couponing leader Groupon page, ultimately reaching a “buy-one-get-one-free” deal. is continuing to innovate in the CPG space. In June 2011 it launched a test program that delivers deals The progressive coupon was supported through a to purchasers via grocery store loyalty cards. Big Y variety of public relations tactics and in just two weeks, shoppers in Massachusetts and Connecticut could the community grew from 6,800 to nearly 60,000 fans. purchase a coupon for a $39.99 seafood grill at a Healthy Choice ultimately distributed more than 50,000 discounted price of $24 and have the deal automatically buy-one-get-one-free coupons. appended to their Big Y loyalty cards after the transaction was made online. The use of a grocery Though digital coupons have proven to grow fan store loyalty card as a payment vehicle creates many communities, it’s important to note that digital opportunities for CPG brands looking to simplify the 25 Couponing in the Digital Age: A Playbook for CPG Brands Couponing Innovations blog.360i.com / @360i
  • 26. in-store redemption process. Furthermore, this model coupons via mobile barcodes that can be scanned at the represents yet another iteration of paperless coupons, register. which will continue to be a trend in the digital coupon space. Other delivery methods for mobile coupons include digital coupon calls to action in mobile ads and mobile Mobile coupons games. SMS programs are popular with feature phones and are a great way to engage with consumers who don’t Mobile coupons can be distributed via text message, have smart phones. mobile ads, branded apps, custom apps, barcodes or other formats. Coupons delivered via mobile devices The number of smartphone applications that serve are gaining attention; however, their use is somewhat mobile coupons is growing rapidly. One example is hampered since retail locations often lack the GroceryIQ, an application from Coupons.com that helps infrastructure to implement them at the register. users shop by compiling grocery lists and providing coupons. Users can find coupons and add them to their At their best, mobile coupons offer the ultimate shopping list from the app. Other examples of coupon convenience, as they are easier to work with than applications include Coupon Sherpa and Yowza!! Mobile traditional coupons, as they don’t involve searching, Coupons. Many manufacturers and brands are creating sorting, clipping or remembering to take them to the their own branded apps like Kraft’s iFood assistant, store. They also eliminate the need to have another which includes coupons. There are also aggregator apps, loyalty card. For marketers, having access to mobile like CardStar, which allow shoppers to store, manage coupons may attract a younger, more affluent target and retrieve loyalty cards from their smartphones. that is not ingrained in traditional coupon clipping. Companies like Cellfire specialize in direct to card As of now, mobile couponing is still an early adopter coupon programs for mobile devices, where users can activity, with less than 15% of mobile phone users load their loyalty cards with coupons that are served on having ever used a mobile coupon (Source: mBlox their phones. 2010). Furthermore, only a few retailers have the infrastructure to scan mobile coupon codes. A new company called SavingStar takes a different approach to the concept of paperless mobile couponing. As noted earlier, Target became the first major retailer Their app allows users to link coupons to their loyalty to process and accept mobile coupons. To date it is the cards similar to the way Cellfire and GroceryIQ can, but first large scale retailer to allow consumers to redeem instead of receiving the discounts at the time of 26 Couponing in the Digital Age: A Playbook for CPG Brands Couponing Innovations blog.360i.com / @360i
  • 27. purchase, the savings are transferred to one of four geo-TArgeTeD ADverTiseMenTs hold much different locations. This model is very similar to a points potential but they also come with some risk. There are a program, and at the time being, consumers can redeem variety of vendors, like PlacePunch and LocalResponse, the savings in three ways: that serve specials to consumers who check in with location-based apps. PlaceCast, a similar platform, 1. They can deposit directly into their bank account or sends ads and digital coupons to people who enter PayPal account. a previously determined “geofenced” area with their 2. They can transfer them to an Amazon gift card. mobile device. These types of focused advertisements 3. They can make a donation to the American Forests work best when users have opted in to communications. Organization. Blanket texts to unwitting consumers may create dissonance with your brand. SavingStar says that soon there will be many more options for users to transfer their savings including Mobile location-based points applications also provide a airline miles, hotel points and an option to save at the way to connect with users who are at your retail location time of purchase. Another key difference between or location of interest. Shopkick and Checkpoints, for SavingStar and other save-to-card mobile applications example, are apps that allow users to collect points as is that they have national reach and strong relationships they visit several retail locations, and those points can with a majority of retailers – plus a large amount of be used to redeem coupons and discounts. Shopkick data that can be used by marketers to enhance their also incorporates scanning barcodes so that people can couponing efforts. collect more information, points or deals. Mobile + location 1D AnD 2D/Qr CoDes provide opportunities for brands to interact with consumers on the path to purchase. Location-based marketing is one of the hottest topics in These codes serve as a great way to connect offline and digital today. People are engaging on mobile phones and online messaging. sharing their locations, coupons and discounts to nearby stores is high on their list of priorities. In a recent Scanning has expanded beyond codes to a newly learned survey by JiWire, more than half of respondents said consumer behavior of tagging music. The Shazam they wanted to receive location-specific ads. They also application, one of the most downloaded apps to date, indicated that mobile coupons were a more appealing allows users to tag music operating somewhat like an incentive than check-ins (Source: JiWire Mobile Audience audio version of a QR code. Shazam has converted this Insights Report, 2010). behavior for marketing purposes, asking people to tag commercials, and thus connecting offline and online 27 Couponing in the Digital Age: A Playbook for CPG Brands Couponing Innovations blog.360i.com / @360i
  • 28. campaign. One great example is Old Navy's campaign digital coupons could be more conditional (i.e. based on in which viewers could "Shazam" TV ads for coupons and geography, past and present behavior, etc.) other exclusive offers. Mobile + location + social There are also a variety of localized deal applications for mobile devices, the majority of these which are lbsn Location-based social networks like Foursquare, focused on deals and not CPG coupons. Some examples Gowalla, Loopt and others offer deals based on where or include apps like Scoutmob, Coupious and Peekaboo that how often users visit (check in to) various locations. serve local deals and offers based on your current city, zip code or GPS location. Another example is SCVNGR FoursQuAre In November 2010, Foursquare piloted a Level Up, which combines daily deals with location to program where Safeway visitors could link their loyalty get consumers not only to go to a location once, but to card accounts to their Foursquare accounts. When store return more frequently and unlock greater rewards. visitors checked in to Safeway, they received coupons SparkFly, is a similar platform in the space. that printed right at the cashier. The second component of this program was tied to specific user behavior. For Mobile AugMenTeD reAliTY is an innovative example, consumers who checked in to the gym received technology that can be used to provide entertainment coupons for related products, such as Sobe Lifewater. or utility to its users. Valpak and Junaio paired up to provide a local utility to its application, in which nearby deals are delivered via a pop up in the video camera view of the app. Mobile NFC (near field communication) is an emerging technology that has been generating buzz in the marketplace. NFC is a short range protocol built into The Foursquare-Sobe deal above rewarded people for checking into the gym. cell phones that enable you to “swipe” your phone near an NFC tag (which could be in packaging, on a sticker or at shelf) and pass data to the phone. Android FACebooK DeAls In 2011, Facebook announced its new supports NFC in its most recent version of the operating Deals product. The Alpha program provided local deals system and there are rumors that Apple will add this to Facebook users in Atlanta, Austin, Dallas, San Diego functionality to future iPhones. Adoption of NFC would and San Francisco. There are five ways users are able to present a big opportunity for the coupon space, as learn about deals in their area: 28 Couponing in the Digital Age: A Playbook for CPG Brands Couponing Innovations blog.360i.com / @360i
  • 29. ? Updates through email and notifications There are two major factors hindering NFC usage: ? A new Deals tab located on the home page ? News Feed stories when friends take advantage of a 1. Relatively few payment terminals in stores include deal NFC scanning, though Verifone announced that all of ? Personal messages & wall posts its new payment systems will include NFC. Google is ? Sponsored Ad Units also speeding up the roll out with the debut its NFC payment product "Wallet" in May 2011. Facebook will also be publishing deals offered by third parties including Dealio, Gilt City, HomeRun, kgb deals, 2. Few mobile handsets include NFC functionality, OpenTable, Plum District, PopSugar City, ReachLocal, with Google’s own Nexus S among them. There are Tippr, viagogo and zoos. The launch of Facebook Deals rumors – but only rumors – that Apple may include represents Facebook’s most notable investment in NFC in the next iPhone release, and such a jolt by a social commerce since announcing it would require major handset maker will be needed to further NFC game developers to utilize Facebook Credits for in-game adoption. purchases back in January 2011. Users can pay for deals using credit card, PayPal or Facebook credits. As an interim step, certain vendors are taking advantage of NFC’s low deployment costs and paper-thin chips near Field Communications to offer NFC-powered stickers that can be placed on consumers’ mobile handsets and scanned at specially An emerging distribution opportunity involves near equipped readers at participating retailers. Dairy Queen field communication (NFC), a wireless transmission ran such a pilot with Tetherball, 7-Eleven did with First mechanism based on radio frequency identification Data, and Bling Nation aims to tie in mobile rewards with (RFID) that allows devices to communicate with each social sharing via a Facebook app that would power NFC other when they’re in very close proximity. With NFC, a deals. scanner located at the point of sale, or embedded within the point of sale such as the Verifone credit card scanner NFC is in its infancy in the United States, but it remains commonly used by retailers, can instantly connect with a something marketers should keep an eye on as Google, consumer’s mobile phone when placed near the terminal. Verifone, Nokia, AT&T, Verizon, T-Mobile, Visa, Samsung At that point, people can instantly pay or redeem special and others have all demonstrated broader support for it, offers for doing so. Marketers and retailers can offer and certain brands will have the oppurtunity to become special coupons and rewards for repeat purchases, thus early adopters to see if NFC can impact consumer encouraging loyalty rather than just one-off deals. acquisition and loyalty. 29 Couponing in the Digital Age: A Playbook for CPG Brands Couponing Innovations blog.360i.com / @360i
  • 30. spotlight on: MyWebgrocer an interview with Gregg Vincent, VP of Consumer Products What is the single greatest opportunity that digital – with a lot of groups benefiting and comfortable from coupons hold for brands? the status quo – manufacturers, clearing houses, retailers, coupon vendors, even consumers. The digital Frugal shopping habits created during the recent coupon industry is still in its infancy and therefore recession present a unique opportunity for remains fragmented. The difficulty with digital coupons is manufacturers to target a larger and significantly that you are trying to create a solution for groups whose different audience of consumers who are trying to needs are already being met. Marketers and service stretch a limited grocery budget. Who doesn’t like to save providers need to come up with a winning strategy for $10/$20/$30 on their weekly grocery purchases? And digital coupons. There are also additional challenges: once this becomes a habit to those who have traditionally looked down on coupons, manufacturers are guaranteed ? Retailers are affiliated with different coupon vendors to benefit from increased coupon usage and therefore and each has different technologies and point-of- increased sales, brand awareness and loyalty. sale integration. This presents a bureaucratic and technical hurdle for marketers and manufacturers. What are the challenges to working with digital coupons ? Coupon-to-Card technology is limited to retailers and how can marketers overcome them? with frequent shopper numbers (FSNs). There is a multi-billion dollar industry in paper coupons ? Retailers want to control the experience and the 30 Couponing in the Digital Age: A Playbook for CPG Brands Spotlight On: MyWebGrocer blog.360i.com / @360i
  • 31. data, yet they are faced with a dilemma. As they What does the future of digital couponing look like? try to increase distribution by allowing coupon What are some predictions you have for the coming vendors to increase their distribution to other years? affiliates, they create a customer service challenge in that they lose control of where, when and how The future of digital couponing will be marked by customers access digital coupons. relevant and highly targeted offers based on the things you like (purchase behavior) and powered by mobile beyond naturally increasing digital habits, what are technology (geo-fencing). It is inevitable that traditional some ways brands can help consumers become more paper coupons will migrate to all digital. The speed with comfortable with digital coupons? which that happens is up to the industry. Consumers will adopt a new process if it is convenient to them. New One way is to make digital coupons cool by harnessing technologies must be explored to broaden the market emerging technologies. Highly involved audiences and drive innovation. It’s certainly an exciting time. make for better consumer adoption. Websites like SocialGrocery are trying to help move digital coupons MyWebGrocer provides e-Commerce and emarkting to the mainstream by providing consumers with an solutions to the grocery and consumer packaged entertaining and informative experience. goods industries. 31 Couponing in the Digital Age: A Playbook for CPG Brands Spotlight On: MyWebGrocer blog.360i.com / @360i
  • 32. brands can use digital FSIs to test coupon values. Due to the volume of FSIs, marketers can geo-target offers based on zip codes, states or DMAs, and gather insights into your consumers across the country. Digital coupon suppliers provide tracking for coupons that have been downloaded and then printed, but most cannot track redemptions unless they partner with offline coupon clearing houses that work directly with Measuring success retailers and brands. Coupons.com, for example, can gather reads on how many prints have run within 24 hours of a campaign’s launch. Redemption information The success of your digital coupon program will will follow six to eight weeks later, as the retailer ultimately depend on several factors: requires time to track and report on the offline component of the transaction. ? Brand favorability ? The curent household penetration of your over-reDeMPTion: The best way to prevent "doubling- product/category down" is to create greater alignment between online ? Brand development index and offline coupons and thereby prevent simultaneous offers. Communication with retailers is also important to ? Category development index prevent store sales running in tandem with your coupon ? The product re-purchase cycle offers. Currently Kroger and Safeway have taken steps to ? The actual value of the coupon prevent doubling down with a technology that prevents a printed coupon and a loyalty card coupon to be used in ? A purchase requirement the same checkout. ? When the coupon expires ? When the campaign launches A small subset of the population who will only buy products based on coupons and deals. These are people All of the above could influence how well your coupon who don’t believe in paying retail price for anything. A is received and how it spreads online. It is important well-timed and planned coupon approach for your brand to test the various factors above to understand which or product will minimize exposure to these consumers, combination works best for your product. For example, as they are not your most desired target market. 32 Couponing in the Digital Age: A Playbook for CPG Brands Measuring Success blog.360i.com / @360i
  • 33. Conclusion D igital coupons have tremendous potential for both marketers and consumers. For consumers, digital coupons can become a seamless way to save money on the products they love. For marketers they can offer improved efficiency and targeting. Understanding the digital coupon landscape and how to use digital coupons can be a daunting task, as the landscape is rapidly evolving with the advent of new technologies and ways of creating, distributing, promoting and redeeming digital coupons. Beyond having a deep knowledge of the space, marketers should also strive to better understand consumer behavior, so that they can reach their audience in the ways that resonate most. About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. 360i was selected to of Ad Age’s Agency A-List and Fast Company’s roster of the “World’s Most Innovative Companies.” Current clients include Oreo, jcpenney, Coca-Cola, Bravo and Diageo among others. For more information, please visit blog.360i.com or follow us on Twitter @360i. 33 Couponing in the Digital Age: A Playbook for CPG Brands Conclusion blog.360i.com / @360i
  • 34. ? 2011 360i. All rights reserved.
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