What is the right level of redemption?
Couponing is about balance. The consumer gets what they want and you get what you want – and hopefully at just the right level of redemption.
Redemption rates have a massive impact on a campaign – for better and for worse - and are affected by things like:
- Type of offer
- Offer value
- Distribution method
- Time period of offer
- Availability of stock
- Simplicity of offer
- Target audience
Remember the infamous 1993 promotion where you got two free flights to New York with every vacuum cleaner purchased? That promotion cost the manufacturer £35 million after they’d honoured 220,000 free flights.
That’s why planning a campaign well is so important.
Using our experience and historic coupon data, we’ll help you plan your campaigns down to the last detail. For example, we can forecast redemption rates based on similar campaigns performed in the UK so you know what is a ‘normal’ figure to expect and what isn’t.
Once your campaign is up and running, we’ll provide you with reliable reporting which you can combine with retailer EPOS data to get a fuller picture of the progress of your sales promotion as it happens.
Finally, as Valassis works with different industry data sources, we can help you with post-campaign evaluation using this additional data to measure the true effectiveness of your promotion.
So start planning for success - call Valassis now on 01536 400123.
print this page