We’ve said it before, and we’ll say it again: Forget the FSI. Moving your marketing spend away from free standing inserts to digital campaigns is one of the consistent themes you’ll hear from us. We’re in the business of helping brands make sales happen, and newspaper circulations, the key delivery method for the FSI, continue to fall.1 In June, we talked about the case for dumping the FSI. This month we’re sharing a case study that shows how digital can help brands gain retailer support via merchandising just like the FSI. Digital merchandising, however, is more effective, reaching a valuable audience who spends 20% more to drive results.2
A CPG brand recently participated in a Quotient Retailer-Themed Event, committing to run six coupons. Quotient leveraged this event and our retailer partnerships to secure dedicated email blasts from Winn-Dixie, Giant Eagle, and a number of Albertsons Companies banners, including Safeway, Jewel-Osco, and Star Market.
The campaign was effective in driving daily coupon activations and redemptions at participating retailers, translating to increased awareness of the brand’s campaign, foot traffic and sales.
The event was such a success, the brand planned another campaign and began utilizing these digital events as the anchors around which it plans all other activities on its digital marketing calendar.
Sources: 1. http://www.pewresearch.org/fact-tank/2017/06/01/circulation-and-revenue-fall-for-newspaper-industry/; 2. 2016 Quotient Retailer iQ shoppers vs. those not using a Quotient-powered program; 3. Quotient Internal Reporting, 2017 (velocity and redemption benefit defined as lift in daily coupon activations and redemptions measured in theme week vs. the remaining campaign weeks)