Mobile applications and digital offerings. Both were commonthemes shared by retailers and manufactures alike at the 2012 Food MarketingInstitute trade show this month in
This summer, Lakeland, FL-based Publix Super Markets willtest a digital couponing initiative that could change the way grocery shoppersget discounts. The system (in its test phase) works as customers go online to acoupon publisher or Publix.com and set up a distinct membership code or PublixID. From there, the customer can choosewhich coupons to ‘clip’ and they would be uploaded into an account. At thecheckout counter the customer enters their phone number into the credit swipemachine. The register reads the uploaded coupons on the account thatcorresponds with the purchased products and automatically deducts the savings.
The program could be especially beneficial to mobile users,working in real-time as they shop grocery aisles and get coupons using thisprogram right from their handheld device. While there’s no indication that this new initiative will be rolled outacross all Publix stores, the concept is somewhat new to the industry andcertainly one to take notice of. Retailers and manufacturers - as well as the coupon publishers - relishnew digital systems such as this. Themain benefit is efficiency as the digital coupons are customized by theindividual user and obviously do not have to be printed on actual paper.
Other retailers, such as Winn-Dixie and CVS, have been usingloyalty cards to distribute coupons based on customer purchasing data foryears. Digital couponing, however, helps to reduce fraud and takes consumerpurchasing data to a new level of collection.
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