We have finally reached the point where marketers can use digital coupons as an alternative to print to drive trips and profitable volume. However, brand managers and CPG sales professionals continue to invest in newspaper FSI coupons – they say they need it for merchandising support or to “match” last year’s volume. While nearly every element within a brand’s marketing mix has migrated to more efficient solutions, promotion strategy has dramatically lagged. In most cases, it has not changed at all even though the FSI no longer drives profitable volume. The time for change is now. In this session, you will discover that digital promotions not only deliver better volume than FSIs but also offer targeting and efficiencies that can only come from a digital format. The days of coupons being a “necessary evil” are over. In this session, attendees will:
- Understand how retailers paved the way for the digital promotion revolution.
- Learn how retailer purchase data is enabling smarter promotions that lead to CPG ROI efficiencies and higher trial, incremental purchase and basket sizes.
- Understand how CPGs meet their financial goals by investing in digital and breaking free from FSIs.