Along with collaborative efforts, retailers are also distributing coupons on their own, without manufacturer involvement.
For some, the goal is to introduce new products and services. For others, the intent is simply to drive store traffic.
Albertsons, Boise, Idaho, is working with Valpak Direct Marketing Systems, St. Petersburg, Fla., as it expands albertsons.com -- its online home shopping and delivery service -- into additional markets, according to Michael Paul, key account executive, Valpak.
Albertsons has already used Valpak's direct-mail coupons twice -- once for the albertsons.com San Diego launch and again for the Las Vegas rollout. The San Diego coupon offered a free 12-pack of Sierra Mist for all purchases over $20. The Las Vegas offer featured four separate coupons for $10 off a purchase of $75 or more. Consumers could use the coupons for four consecutive weeks in November 2002.
Stop & Shop, Quincy, Mass., is also using Valpak to promote its online grocery shopping and delivery service -- peapod.com. It distributed $10 coupons on customer's first Peapod order. "Stop & Shop's intent is to get customers to try the service and then stick with it," said Tom Fisher, business development manager, Valpak.
Bristol Farms, a Carson, Calif., specialty and gourmet food retailer, is taking a different approach. It has worked with Valpak for the last two years to distribute coupons for supermarket purchases. A recent coupon offered $5 off any in-store purchase of $25 or more.
"Retailers believe in direct mail because it's a way for them to reach a different audience," said Alissa Mandel, business development manager, Valpak