HOW TO COUPON
With over 6 billion coupons issued every year coupons act as a major UK sales promotion tool.
In accordance to ISP Regulations, the NCH Guide to Couponing has been designed to maximise the potential of your coupons. It is advised that you refer to these guidelines on a regular basis for a more effective coupon campaign.
Planning Your Coupon Campaign
To avoid wastage and consumer frustration try to ensure the product has at least 50% retail distribution. However, at the launch stage where retail distribution may be lower, coupons are useful to help broaden distribution.
The Coupon Barcode
The introduction of barcodes has revolutionised the couponing industry enabling:
- Quicker processing
- Significantly improved data capture
- Greater accuracy
- Improved analysis
- Cost effectiveness
What is a barcode?
A barcode is a uniquely structure code that is decoded by a barcode scanner to identify the article that it is attached to. Barcodes issued for specific use on coupons have an exclusive 13-digit code structure as defined by the e-centre, the UK co-ordinating body for barcode standards. It is required as part of the EAN.UCC system for item identification that all coupons carry this unique 13-digit barcode. Each coupon barcode symbolises the items reference number and value. You should always ensure that the value of the item coded into the barcode always corresponds with the value of the product itself.
The coupon structure can be seen in more depth on the FAQ's page.
Go to FAQ's
Positioning and printing
When positioning and printing the barcode, allow at least 10mm from the barcode to the edges of the coupon and a minimum of 5mm for the “quiet area” between the barcode and any adjacent working or illustration. This 5mm light margin can be reduced to 3.63mm on the left hand side and 2.31mm on the right hand side of the coupon barcode where necessary. Printing a > symbol after the actual barcode number will prevent the scanner reading other material. The size of the barcode needs to be within the size requirements as follows:
|
Width |
Height |
| Minimum |
29.83mm |
21mm |
| Maximum |
49.75mm |
31.51mm |
Artwork or a coupon sample should be always be presented to Valassis to verify its scannability. We will accept high res digital proofs or wet proofs.
Valassis/NCH Codes
Any coupons that are to be processed by Valassis must have an EAN 13-digit barcode as well as a Valassis 9-digit code. The 9-digit Valassis code is generated and provided by NCH. Each code comprises of the first four digits identifying your company. The final five digits identify your coupon campaign, detailing the type of promotion and the offer. Valassis also use this part of the code to report redemptions against, it is therefore crucial that each code is assigned to one coupon campaign only.
Further Recommendations
- Keep records of the volume and location of where your coupons have been distributed to .
- Mark all specimens “void”.
- Choose the appropriate media to distribute you coupons and relevant face value.
- Sequentially number door-to-door coupons.
- Ensure samples and printing plates are securely destroyed.
- Avoid high face value coupons in low cost vehicles such as newspapers.
- Following these points can help reduce the risk of Malredemption, which is where the coupon is redeemed prior to reaching the consumer.
- Try to avoid blanket distribution media for a product with low retail distribution. This can help avoid similar product offerings in place of the actual discounting product when out of stock.
- Clearly state visually and textually the terms of the offer to ensure the retailer is clear on the rules and regulations.
- Supply Valassis with a non-stockists list to ensure the store returns policy is correctly administered.
- When issuing a retailer specific coupon, please use the retailer’s bar code and clearly state the retailer’s name on the coupon.
