Case Study

Valassis powered a vaping brand to launch and drive trial of new products in a hard to reach sector without discounting the sale price

A leading brand in the vaping sector needed to reduce the selling price of a new product to increase trial and rotation at the point of sale
30k
Specialized outlets involved over two years
35k
Products purchased based on this activity
Categories
  • Entertainment
Challenge
Most e-cigarette users buy their devices in specialist shops. With the sector made up of mainly independent and small retail outlets, it’s a hard sector for brands to engage and in which to launch promotions.
Strategy
To encourage sales, our client wanted to provide an attractive discount to customers. Rather than reducing the price and negatively impacting future sales, we created an introductory promotion which would reduce the selling price of complementary products by almost 50%.
Solution
The promotion was enabled by field sales teams and our purchase validation capabilities. Promoters at point of sale engaged consumers with the benefits of the new products. Once a consumer was ready to purchase, the retailer granted the discount, claiming reimbursement through Valassis by proving proof of purchase and recording the field sales agent who enabled the sale.
Result
The first campaign was launched at the beginning of 2019 and was subsequently replicated on two occasions at the end of 2019 and in the summer of 2020. It involved about 30,000 specialized stores from which Valassis received over 35,000 purchases to validate.