DISTRIBUTING PRINT-AT-HOME AND DIGITAL PROMOTIONS FOR MAXIMUM ENGAGEMENT Mike Hughes Director, Digital Solutions / Inmar
The industry buzz is (still) about omni-channel Shoppers expect to see the same deals, data and inventory across all channels, seamlessly, when they want. 2
Two areas of focus that impact omni-channel The evolving shopper The emerging digital channel 3
One-to-one marketing: Brands acknowledge it and consumers expect it The eventuality of the world is a one-toone relationship with every consumer which results in trust, loyalty all the things that a brand wants. 1 Bob McDonald Former CEO & Chairman of the Board, Procter & Gamble I think the days of traditional mass marketing are kind of over. Marketing has to be a conduit into the multiscreen world that everyone s living in. How do you create a two-way conversation? 2 Ann Muhkerjee, SVP and CMO, Frito-Lay North America SOURCE: 1) AdAge, AdAge Digital A-List: P&G, February 2011. 2) Business Insider, Frito-Lay CMO: The Days of Traditional Mass-Marketing are Over, July, 20, 2012 4
Digital promotions are a powerful tool in this quest for personal engagement Unknown Anonymous Known Coupon type FSI No registration PAH Dynamic, serialized print-at-home coupon, load to card and targeted emails Coupon function Product trial Product trial Product trial plus engagement, loyalty CRM and attribution 5
Shoppers want easy and personalized offers 65% 65% 65% 63% I shouldn t have to work so hard to be a smarter shopper. I want coupons loaded to my store loyalty card for products that I normally buy. I want stores to email me with coupons for products that I normally buy. I want all available store coupons to be loaded onto my store loyalty card. Source: 2013 Inmar Shopper Study 6
The Inmar promotion platform Media distribution 8 Brand website 8 Social media 8 Paid media 8 Mobile Real-time activation system 9 Load-to-card offers 1 Print-at-home coupons 1 Rebates 8 Engagement tools Data and analytics platform 8 Transactional data 8 Behavioral analytics 8 CRM data 8 Media data 7
Inmar connects brands and retailers with the right shoppers 8
Digital promotion solutions Load-to-card paperless coupons Targeted emails Print-at-home coupons 9
Load to card: Paperless coupon delivery Engagement through retailer loyalty cards Load to Card Paperless Coupons Access to 200+ million shoppers Integrated, best-in-class targeting on-site and email Shopper friendly, simple to clip and redeem Cost efficient, no fraud mid-campaign adjustments 10
Inmar load-to-card retailers Baker s Harp s Food Stores Brookshire Grocery Hornbacher s Carrs Hy-Vee City Markets Ingles Cub Foods King Soopers DeCA Kmart Dillons Kroger Discount Drug Mart Lucky Supermarket Farm Fresh Food4Less Lowes Foods Foodtown Meijer Food City Owen s Market Fred Meyer Pay Less Supermarkets Fry s Food Stores Pavilions Giant Eagle Price Chopper Giant Eagle Market Discount Publix Gerbes Super Markets Quality Food Centers GetCo from Giant Eagle Ralphs Randalls Rite Aid Safeway SaveMart Shop N Save Shoppers ShopRite Smith s SpartanNash SpartanNash Independents Stater Bros. Tom Thumb Tops Vons Wakefern Weis * Other Independents (45) 11
Shoppers evangelizing about digital offers 72% of participants are sharing their experience 62% are sharing digitally 43% are sharing through WOM Source: Inmar shopper study for Spartan Nash, May 2014 12
Load-to-card trends For consumers who are enrolled in at least one retailer loyalty program: Shop at stores where they are a loyalty program member more frequently than others Use their loyalty card every time Believe their loyalty card saves them money 68% 73% 79% Key trend load-to-card distribution eclipsed print-at-home distribution Q1-Q3 2014 13
Targeted email: Right consumer, right message, right time 68% I want stores to email me with coupons for products that I normally buy. 3.4M consumers reached! Inmar 2015 Shopper Behavior Survey 14
Targeted email: Right consumer, right message, right time Personalized emails delivered through retail partners Targeting capabilities match offers with shoppers Maximize promotional dollars with targeted offers Robust financial and behavioral data capture Targeted Emails 15
November 2014: Inmar acquires Hopster The most complete suite of digital solutions in the marketplace, enabling brands to plan holistic, multi-vehicle campaigns with a single strategic partner. 16
Print-at-Home: Online activation across owned, paid and social sites Owned brand website Owned brand website Facebook integration Paid media buy Social sharing 17
Print-at-Home: Printable coupon delivered digitally Multiple print technologies Industry best security options Seamless media integration Robust data capture Integrated engagement activities Accepted at all retailers Access to 40M consumer network 18
Print-at-Home: Printable coupon delivered digitally Serialized offers Each coupon is serialized with a unique code that is used to identify and track individual shoppers from initial coupon print through redemption at the point of sale. Engagement platform Coupons can be used as a reward to drive over 50 consumer engagements such as Facebook likes, sharing, videos, or email opt-ins. 19
Personal engagement drives results 55% of grocery shoppers regularly look online for digital coupons 1 2.75x Lifetime value 3 Users of digital coupons 2 vs. non-users: Shop 2x as often Bought 3.6x as many items / trip Spent 3.4x as much / trip Engagement coupons generate 5x redemption of traditional print- at-home coupons 4 SOURCE: 1) L2 Business Intelligence for Digital, Where Consumers Look for Grocery Coupons, 2) Institute for Advanced Analytics, NCSU September 2014, 3) Knowledge Networks, Trend Report 2011; Coupons.com Digital User Behavior presentation 2011 4) 2014 Redemption Statistics, Hopster Coupon Platform 20
Print-at-home engagement plug ins: Multiple solutions to align with your goals 22
Print-at-home reporting: Actionable and customizable reporting Real-time data and analytics portal Track prints and redemptions in one dashboard Capture individual user engagement and redemption data 23
Print-at-home Facebook integration example: Shareable offer 24
Print-at-home Website integration example: Multiple offers 25
Closing thoughts Consumers seeking digital coupons at an increasing rate. Retailers incorporating coupons into loyalty programs more frequently. Opportunities for targeting / tracking / learning are available today. Print-at-home coupons smarter with engagement. Engage a larger audience by leveraging the Inmar Media Network. Review promotional toolkit to ensure proper inclusion of digital coupons into marketing mix. Leverage your Inmar account / sales teams to plan, forecast, implement digital couponing events. 26
Mike Hughes Mike.hughes@inmar.com
Click the survey button found on the session page. 28