Nature Babycare
AMBASSADORS OF NATURE BABYCARE TO BENEFIT FROM VALASSIS DIGITAL COUPON CAMPAIGN
-Naty selects Valassis to manage digital coupons to support ecological baby hygiene products-
27th August: Naty, the Swedish company behind the Nature Babycare range of biodegradable nappies, wipes and toiletries, is to provide participants in its Ambassador Programme with a series of internet-printable coupons. Being managed by Valassis Ltd, the UK’s leading coupon and voucher services provider, this internet coupon campaign falls totally in-line with the company’s environmentally friendly stance whilst also encouraging trial and increasing brand awareness.
Nature Babycare Ambassadors, who receive exclusive offers from Naty for their own consumption and for distribution to family and friends with babies and small children, will receive a range of offers over the course of a year, from 50% off nappies and pull on pants to £1 off all products and ‘buy a pack of nappies, get a pack of wipes free’. Nature Babycare products are sold in Waitrose, Boots, Tesco and Sainsbury’s, where all of the coupons can be redeemed.
Marcus Cederstorm, Marketing Assistant at Naty, says, “We decided to work with Valassis as this is a significant development to the Ambassador Programme, and by working with an expert we can be sure that we will enhance our customer service significantly. It’s going to be a lot easier for us to manage a large scale campaign with Valassis handling the end-to-end process, from setting up our account to reporting the redemptions. When you are new to something like this, it’s a good idea to work with someone like Valassis because they really support you through every step of the process.”
Cederstorm adds, “It’s interesting that despite the financial crisis, people are still really interested in this green lifestyle. In the UK, companies are setting up new sustainability programmes, for example the supermarkets are cutting down their use of plastic carrier bags and encouraging suppliers to reduce food packaging, and going green is really becoming less of a fad and more of a lifestyle change. It’s great to see society moving that way. Our special offers will reward our Ambassadors for their loyalty to the brand and to the environment, and keep them interested in buying our products throughout the year.”
Charles D’Oyly, managing director of Valassis, comments, “For a specialist brand like Naty, engaging with consumers and developing an understanding of and loyalty to the brand is essential. For years, coupons have been used with measurable success to increase sales, and in their paper and digital format they remain an effective means of engaging with consumers and building brand loyalty.”
D’Oyly adds, “What is more, we have seen increasing numbers of brands turning to coupons to keep a hold of their share in the market, make their promotions more measurable and as a response to the growing consumer demand for promotions in the recession. As shown by recent research commissioned by Valassis, one in three consumers are looking for promotions more now than they were a year ago, and we are pleased to be supporting brands that are responding to this.”