Interview originally posted in Marketing Week in November the 14th, 2013
Care direct announces an exclusive partnership with Coupons.com and together they bring to Greece the Print At Home Coupons, service promising to change the digital marketing landscape in Greece.
Print At home coupons are coupons the consumer can find in any digital medium and print them easy and safe at his household. Tania Dimitoglou and Antonis Papapostolou, head of Digital and eCoupons at Care Direct, explain at Marketing Week the benefits of this innovative service.
Marketing week: First of all what does the partnership with Coupons.com mean for Care Direct?
Antonis Papapostolou: Coupons.com is company with headquarters in Silicon Valley, with 500 highly specialized personnel. It provides reliable digital coupons solutions for over 15 years in the U.S., but also in 16 countries in Europe and is the leader in the Digital Coupons market having clients some of the biggest FMCG brands in the world such as P&G, Nestle, Unilever, Kellogg’s, L’Oreal and Kraft Foods and the most important retailers such as Tesco, Waitrose, Nisa-Today’s and Homebase. For us then is a very important partnership.
M.W.: Why did Coupons.com chose Care Direct as the exclusive partner for the Greek market?
A.P.: Care Direct was the reasonable number one choice for Coupons.com, since we have a dynamic presence in integrated marketing and so far managed over 100 million coupons for the biggest companies in Greece (P&G, Reckitt Benckiser, Henkel, Ferrero etc.) We believe we are the ideal choice for such a partnership.
M.W.: Why would a brand choose digital coupons?
Tania Dimitoglou: There are plenty of benefits, such as cost effectiveness, targeted and personalized approach on the consumer and the safety the method provides. Print At Home Coupons, a child of this big partnership between Care Direct and Coupons.com, bridges the gap between digital means every brand is being projected and the fact the consumer keeps making purchases in-store.
M.W.: what can a digital coupon offer to a brand?
T.D.: It supports customer loyalty. In the FMCG landscape the consumer will prefer a product with an offer. A digital coupon in any digital platform (branded website, Facebook, e-mail, YouTube vides, banners) increases the likelihood of interaction between the brand and the consumer.
M.W.: Could you tell us analytically how the digital coupons empower the digital communication of an FMCG brand?
A.P.: Through the power of reward. Discount offers through digital coupons work as a motive, for instance for a repetitive visit on a branded website, amplifying that way the traffic to a website and the consumer engagement with the brand.
Furthermore digital coupons are great for gathering reliable data for a brands targeted audience, utilize its content, increase CTR on a banner campaign and the open rate of a newsletter, increase significantly the fans, boost a media plan effectiveness, promote and support social sharing and of course track the exact course of the campaign in any point after the launch.
M.W.: Which are the digital platforms coupons can be integrated and what is the benefit from each?
A.P.: There is a variety of platforms we can utilize for each campaign.
Let us start from the social media coupons. We gain many benefits on Facebook and even nowadays on Twitter. We encourage product sampling in-store; we create “buzz” and increase awareness, while we increase a brand’s fanbase.
-The e-mail. It goes directly to the consumer. After opening the mail will act positively to an offer and will more likely mobilize in to a purchase.
-The branded website can increase dramatically the “recruitment” of new consumers and registrations. We collect valuable data, guide product trial in-store, giving a motive to the consumer to return for new offers and achieve a boost in the website’s traffic.
-The ad Banners. We achieve much greater cost efficiency, since the consumer is more likely to click on a banner if there is an offer. Thus increase CTR and measure redemption of the campaign.
-The branded YouTube videos. In this platform we install a click to print option. Thus we create virality which increases views and awareness of a brand.
-of course there are Multibrand websites, where many brands are being exposed under the same platform, giving the consumer a motive to go in and out all the time seeking new offers, helping gather a plethora of valuable data.
What is the coupons life cycle?
T.D.: The cycle begins with the creation of the branded coupons. After that the digital medium where the coupons will be distributed is being selected. Then follows the print from the consumer and the redemption from the store. From the store the coupons are going to the clearing house for scanning and check. In the end an analytical report is being sent to the brand which then pays the stores.
M.W.: What does this process means for the Databases?
T.D.: The coupon is completely personalized, thus for a consumer to claim it a sort of registration is required (tailor made for each brands requirements) with real data, so that when the consumer will redeem needs to give some I.D. That way a database is being created or updated, recording that way consumer habits of the registered consumer, allowing to get better CRM activities.
M.W.: Is it safe?
A.P.: Completely. The coupons are being controlled in multiple levels. Coupons.com offers the best and safest practices for digital coupons in the market. The campaign is being tracked at any lever 24/7 365 days a year. Every coupon is unique, personalized and any attempt to replicate it, is being recognized and blocked. Coupons are never being displayed on screen, so a print screen can be attempted.
M.W.: In other words, Print At home Coupons is the future?
T.D.: It’s the present. Digital coupons have a 30-40% more redemption rate in relation to the traditional methods. Proven. It’s the method more and more companies will use now and in the future.
You can read the whole interview in Greek @ Marketing Week.