King of Shaves
KING OF SHAVES ANNOUNCES COUPON PROMOTION WITH VALASSIS AS PART OF A £5 MILLION MARKETING INVESTMENT
King of Shaves will issue £1-off coupons for replacement blades with Azor razors, in a drive to become the best-selling razor brand in the UK
Valassis, the promotional solutions business, is providing coupon services to King of Shaves as part of a £5 million marketing investment to make its new Azor brand the best-selling razor in the UK.
King of Shaves will issue a £1-off coupon in every pack of its new Azor razor - to be redeemed on replacement blades. By incentivising users to buy replacement blades and prolong their use of the new brand, King of Shaves aims to demonstrate the product’s quality performance and add to the increasing number of men in the UK for whom King of Shaves Azor is their razor brand of choice.
Tim Wright, Marketing Director at King of Shaves, says, “This coupon campaign is a key part of our strategy of becoming the number one razor platform in the UK. We are focused on making quality products and feel we have a very strong proposition that answers to our customers’ needs in the current economic climate. Coupons are an integrated part of our promotional marketing plans in 2009 and our previous experience has proved them to be an effective way of encouraging trial and building customer loyalty as part of the wider marketing mix.”
Wright continues, “We have worked with Valassis on a number of coupon campaigns over the years. They tick all of the boxes for a coupon services provider – they deliver a reliable service, they are extremely professional, they are always available to answer our questions and they really understand coupons. We will continue to work with Valassis, and we are currently looking at their advanced reporting techniques to gain a better understanding of how consumers are responding to our coupon campaigns, to increase the return on our promotional investment.”
Charles D’Oyly, managing director of Valassis, says, “Coupons offer a proven method for gaining new customers and increasing sales, which is exactly what King of Shaves has set out to do with the launch of its new brand. Coupons are also an effective means of building customer loyalty, and this has become increasingly important in the economic downturn with consumers paying more attention to how they are spending their money whilst also becoming increasingly promotionally aware. We are pleased to be supporting King of Shaves and we look forward to providing a consistently high standard of service to them in the future.”