Supermarkets renew focus on vouchers
By Miranda Fitzgerald, marketingmagazine.co.uk, Tuesday, 27 January 2009 09:30AM
LONDON - Vouchers and money-off coupons are set to be the next big battleground for the UK's major supermarkets, according to industry experts.
All the big multiples increased their year-on-year adspend in the run-up to last Christmas, except Morrisons, which cut its spend by more than 29%.
However, the latter posted the greatest increase in market share, due, in part, to money-off voucher promotions. Retail analysts believe that one promotion offering customers a £20-off voucher when they spent more than £40 in three consecutive weeks was instrumental in generating its record Christmas sales.
According to insiders, Waitrose is also due to put coupons at the heart of its 2009 marketing strategy following a successful discount voucher promotion before Christmas. It is already offering money-off vouchers to customers who have recently reduced their regular spend at Waitrose.
'Coupons are used more during a recession. Retailers and brands see them as a cheap tactical solution to change consumer behaviour but not cause long-term brand damage,' said an Institute of Sales Promotion spokesman.
Voucher websites are the fastest-growing area of internet retail. Hitwise's UK research director, Robin Goad, said that one in every 200 visits to an online retail site now comes from a voucher site. 'Tesco voucher codes' was the top online search for voucher codes last month.
This article was first published on marketingmagazine.co.uk
- Branded discount vouchers on the rise for bargain-hunting consumers
- Wealthy consumers turn to coupons and promotions during recession
- Waitrose invites customers to join biggest ever tasting panel
- Waitrose highlights promotions in direct campaign
- Media: Shoppers turn to local press
- Recent burst in coupon use may hurt brands in longer term
- Account Manager - Integrated Stopgap £25000 - £30000 per annum, London
- Web & Digtial Marketing Officer Stopgap £30000 - £34000 per annum, London
- Senior Brand Manager, Food Tarsh Lazare Marketing Recruitment £42,000 + car allowance , Greater London
- Account Director - shopper - Hertfordshire - up to £50k Stopgap £40000 - £50000 per annum, Hertfordshire
- Lead PHP/Drupal Developer Needed! - £45k - London Digital Gurus £35000 - £45000 per annum + benefits, City of London
Chronicles of Cannes – Day Two: The Redux
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.