Get Your Shoebuy.com Coupon Code Here!!!
Changes to Walmart's marketing strategy in recent years have required new thinking on the part of suppliers, with one of the biggest adjustments involving the expense associated with themed promotions, Smart Network ad rates and more costly demonstration program fees.
As a result, suppliers have gone searching for new methods by which to target Walmart shoppers, with many discovering traditional direct-mail coupons as an effective tool, especially as negative economic conditions have sent redemption rates surging.
"You have people at higher income levels using more coupons than ever before," said Frank Gugliuzza, group VP national retail sales with Cox Target Media, parent company of Valpak, the nation's largest distributor of direct-mail coupons.
Each month, Valpak mails its familiar blue envelopes stuffed with coupons to 45 million unique households in 115 different Nielsen Designated Market Areas. Every 10,000 homes receives a different version of the Valpak envelope with a combination of coupons that target what Valpak calls Neighborhood Trade Areas, which are defined by demographics, proximity tostares, traffic patterns and postal carrier routes.
Since nearly half of all coupons distributed are redeemed at Walmart stores, direct-mail couponing has emerged as a viable alternative for companies with distribution at Walmart who may lack the brand equity to be eligible for participation in a themed promotion or the resources to employ other in-store tactics. In addition, Walmart's themed events require substantial lead time, whereas direct mail programs can be executed quickly.
No comments:
Post a Comment