director, digital solutions / inmargo.inmar.com/rs/inmar/images/mike hughes_promotion...

DISTRIBUTING PRINT-AT-HOME AND DIGITAL PROMOTIONS FOR MAXIMUM ENGAGEMENT

Director, Digital Solutions / Inmar Mike Hughes

© 2015 Inmar, Inc.

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.

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© 2015 Inmar, Inc.

The evolving shopper The emerging digital channel

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Two areas of focus that impact omni-channel

© 2015 Inmar, Inc.

“The eventuality of the world is a one-to-one 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 multi-screen world that everyone’s living in. How do you create a two-way conversation?”2

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One-to-one marketing: Brands acknowledge it and consumers expect it

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

© 2015 Inmar, Inc.

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

Digital promotions are a powerful tool in this quest for personal engagement

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Unknown Anonymous Known

© 2015 Inmar, Inc.

Shoppers want easy and personalized offers

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Source: 2013 Inmar Shopper Study

65% “I want coupons loaded to my store loyalty card for products that I normally buy.”

63% “I want all available store coupons to be loaded onto my store loyalty card.”

65% “I want stores to email me with coupons for products that I normally buy.”

65% “I shouldn’t have to work so hard to be a smarter shopper.”

© 2015 Inmar, Inc.

Dat

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The Inmar promotion platform

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Real

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Med

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dist

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Load-to-card offers

9 Print-at-home

coupons

1 Engagement

tools

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Social media

8 Mobile

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Behavioral analytics 8

CRM data 8

Rebates

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Paid media

8 Brand

website

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Transactional data 8

Media data 8

© 2015 Inmar, Inc.

Inmar connects brands and retailers with the right shoppers

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© 2015 Inmar, Inc.

Digital promotion solutions

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Load-to-card paperless coupons

Print-at-home coupons

Targeted emails

© 2015 Inmar, Inc.

Load to card: Paperless coupon delivery

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• Engagement through retailer loyalty cards

• 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

Load to Card Paperless Coupons

© 2015 Inmar, Inc.

Inmar load-to-card retailers • Baker’s • Brookshire Grocery • Carrs • City Markets • Cub Foods • DeCA • Dillons • Discount Drug Mart • Farm Fresh • Food4Less • Foodtown • Food City • Fred Meyer • Fry’s Food Stores • Giant Eagle • Giant Eagle Market Discount • Gerbes Super Markets • GetCo from Giant Eagle

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• Harp’s Food Stores

• Hornbacher’s

• Hy-Vee

• Ingles

• King Soopers

• Kmart

• Kroger

• Lucky Supermarket

• Lowes Foods

• Meijer

• Owen’s Market

• Pay Less Supermarkets

• Pavilions

• Price Chopper

• Publix

• Quality Food Centers

• 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)

© 2015 Inmar, Inc.

72% are sharing their experience

of participants

62% are sharing digitally

43% are sharing through WOM

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62%

43% Source: Inmar shopper study for Spartan Nash, May 2014

Shoppers evangelizing about digital offers

© 2015 Inmar, Inc.

Load-to-card trends

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Key trend – load-to-card distribution eclipsed print-at-home distribution Q1-Q3 2014

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

68%

Use their loyalty card every time

73%

Believe their loyalty card saves them money

79%

© 2015 Inmar, Inc. 14

Targeted email: Right consumer, right message, right time

“I want stores to email me with coupons for products that I normally buy.”

Inmar 2015 Shopper Behavior Survey

68%

3.4M consumers reached!

© 2015 Inmar, Inc.

Targeted email: Right consumer, right message, right time

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• 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

© 2015 Inmar, Inc.

November 2014: Inmar acquires Hopster

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The most complete suite of digital solutions in the marketplace, enabling brands to plan holistic, multi-vehicle campaigns with a single strategic partner.

© 2015 Inmar, Inc.

Print-at-Home: Online activation across owned, paid and social sites

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Owned brand website Owned brand website

Facebook integration

Paid media buy Social sharing

© 2015 Inmar, Inc.

Print-at-Home: Printable coupon delivered digitally

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• 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

© 2015 Inmar, Inc.

Print-at-Home: Printable coupon delivered digitally

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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.

© 2015 Inmar, Inc.

Personal engagement drives results

Users of digital coupons2 vs. non-users:

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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

55% of grocery shoppers regularly look online for digital coupons1

Engagement coupons generate 5x redemption of traditional print- at-home coupons4

Shop 2x as often

Bought

3.6x as many items / trip

Spent 3.4x as much / trip

2.75x Lifetime value3

© 2015 Inmar, Inc.

Print-at-home reporting: Actionable and customizable reporting

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• Real-time data and analytics portal

• Track prints and redemptions in one dashboard

• Capture individual user engagement and redemption data

© 2015 Inmar, Inc.

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.

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[email protected]

Mike Hughes

Click the survey button found on the session page.

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director, digital solutions / inmargo.inmar.com/rs/inmar/images/mike hughes_promotion...

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