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.
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.