New Couponing Insight
THREE-TIER REPORTING FROM VALASSIS DELIVERS PROMOTIONAL INSIGHT FOR A BETTER RETURN ON INVESTMENT
Valassis reports promotional performance by retailer, store and individual consumer
The UK’s leading coupon services provider Valassis today announces the availability of a three-tier reporting system to deliver a new depth of promotional insight to brands. Brands can now benefit from detailed results, ROI information and promotional understanding based on coupon redemption data by retailer, store and even individual consumer.
Brands can enter the reporting system at one of three levels, namely retailer insight, store insight or consumer insight, with an opportunity to progress from one to the next as necessary.
Retailer Insight – reporting of redemptions by retailer, demonstrating the proportion of coupons redeemed in each retailer and how the coupon activity is driving the retailer’s business.
Store Insight – by utilising Valassis’s unique store level database, this report enables brands to evaluate the success of their coupon activity at several levels. Store Insight provides brands with data ranging from an individual store level, through to a postal sector and even TV region.
Consumer Insight – is designed to help brands improve their return on investment from their coupon activity by enabling them to target their offer at an individual consumer. Valassis can provide details to the brand of who redeemed, when they redeemed and where they redeemed. This insight can then be used by brands to further improve the targeting, and therefore effectiveness, of their future coupon promotions.
Companies currently using Valassis’ insight services include Shell, Procter & Gamble, Sainsbury’s and Alpro.
Paul Duckworth, Head of Business Development at Valassis, says, “Brands are under increasing pressure from consumers and their board to make their promotions work harder. Our research shows that consumers are more actively seeking promotions in the economic downturn, which has moved coupons up the marketer’s agenda. However, there is mounting pressure on brands to demonstrate return on investment through repeat purchase and increased brand loyalty - promotional marketing campaigns are often repeated with little or no understanding of how successful they are. With this in mind, Valassis has developed these reporting capabilities to provide brands with more measurable insights into the effectiveness of their promotions.”