In a very interesting article posted in late September on Field Marketing and Brand Experience, Valassis announced a move towards making the manufacturers’ coupon business more digital. The concept of digital-clearing of coupons without requiring paper coupons to travel from point A (retail store) to point B (Often Mexico with U.S. coupons). There are tons of issues with digital clearing of coupons but also tons of benefits. It’s unlikely it will ever replace physical coupon settlement and clearinghouse functions (at least anytime soon). It’s a big step for an industry that is over 100 years old and slow to move down the path of innovation.
Archive for October 2011
Maybe they’re just being used the wrong way… In an article on i-media connection, Sean Cummings wrote a no-frills article about how QR codes are destroying the credibility of the ad industry. Ad agencies put these codes on print ads to be cool and innovative and drive consumer engagement in a digital world. However, consumers don’t get it, so what’s the point? Check out this article for a nay-sayers perspective…
In a recent release by New America, one of the largest marketing service companies to the coupon industry, SmartSource is launching a Canadian version of their U.S. coupon site on a .ca domain. I don’t know that this is super newsworthy given SmartSource has been operating in shapes and forms in Canada for years and they are a not the first or largest player in the online coupon arena. Websavers.ca is larger based on recent polls and figures. As the Canadian market makes moves towards greater acceptance of print-at-home coupons, we’ll have to see which providers win out for major CPG coupon dollars online that will drive redemptions into participating offline retailers.