Driving Consumer Loyalty With Coupon Marketing: Valassis Unveils New Analytics Tool for Marketers

Valassis launches new solution to help CPG marketers improve marketing ROI

Valassis, an omnichannel consumer engagement platform, yesterday, introduced a new analytics solution – Connected Analytics to help marketers gain more visibility into customer intent leading to purchases. The solution combines proprietary data and sales insights to enable marketers to develop more effective omnichannel marketing strategies that maximize ROI and profitability.

Connected Analytics leverages data from Valassis Consumer Graph intelligence, proprietary coupon redemption and permissioned client sales data to provide marketers with a better understanding of the promotion landscape and purchase drivers. By partnering with consumer packaged goods (CPG) brands, Valassis expects to put this data asset to use and determine high and low opportunity segments. Marketers using the solution will be able to create more targeted, media-agnostic campaigns based on demographics, interests and other characteristics, effectively optimizing savings and media mix strategies to fuel sales at the national and retailer levels.

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In a recent release, the company stated that CPG brands with early access to Connected Analytics have already witnessed incremental lift in sales. Valassis also says that the new solution will help brands maximize the value of their marketing dollars by enabling marketers to reinvest their budget in other ways that drive highest engagement. Marketers may choose to invest in digital amplification of free standing insert (FSI) coupons or additional FSI programs to maximize impact with the same spend.

“Recently, we’ve seen significant shifts in consumer buying and media consumption patterns,” said Meggie Giancola, head of CPG Sales and Strategy, Valassis. “These changes are dynamic, with fluctuations happening in ecommerce and in-store, requiring marketers to reorient their strategies to continue delivering meaningful connections with consumers. With this advanced solution, Valassis applies strategic guidance as a critical intelligence partner to provide a holistic view of current brand performance at retail with systematic approaches to optimize for success.”

Additionally marketers can use Connected Analytics to:

• Identify untapped audiences: Leverage shopper profiles to motivate discovery and drive household penetration, tapping new audiences and revenue. Recent Valassis researchOpens a new window  shows 61 percent of consumers can be inspired to try something new if presented a relevant coupon or discount.
• Spend funds more efficiently: Reinvest funds to the most relevant tactics without increasing costs by focusing on ideal markets or stores and audiences.
• Optimize media mix: Execute campaigns using the right combination of media, based on real-time consumption patterns, to drive shoppers toward purchase.
• Realize stronger performance: Develop multichannel media plans that ensure brands are in the right place, at the right time, with the right tactics for better results.

Also read: Marketers, Do You Know What Consumers Expect From Brands On Social?

Why Coupon Marketing More Than Ever in a Post COVID World

According to Adobe, online sales in 2020 are set to surpass the total online sales in 2019 by October 5^th, which means, marketers can expect to see increased digital traffic even as brick and mortar stores reopen. As brands look to regain lost ground, connecting with consumers in new ways is crucial to aid recovery and raise product awareness. Here’s where coupon marketing strategies can create a lasting impact.

Before the pandemic hit, brand loyalty had been on the decline – predominantly due to the sheer number of options available to consumers today in the context of shopping. Yet surprisingly, during the peak of the pandemic, even as budgets were tightening, consumers were signaling a desire to stick with their favorite brands. The Path to Purchase Institute reports that 34 percent of shoppers were visiting multiple stores just to find their preferred brands, signaling that customer loyalty is winnable in the current climate.

Also read: For Marketers, Customer Loyalty and Retention Are the Game

As consumers continue to spend more time at home, brands can cut through the noise and deliver incentives to people with direct communication – both online and offline. No matter which methods brands ultimately choose, adapting coupon strategies will help them stay in touch and offer something of value – driving loyalty long-term. In a world where behaviors have fundamentally changed and consumers recalibrate brand preferences, winning loyalty means everything. To that end, Valassis Connected Analytics provides brands with a fresh lens to examine their relationship with consumers and tailor communication that creates top line and bottom line impact.