SHOPPER MARKETING GROUP IN WORKS
ATLANTA — Coca-Cola North America is sponsoring the creation of a new Retail Commission on Shopper Marketing. The objective of the retail group will be to determine how to best leverage manufacturer insights to develop consumer-based marketing approaches. The retail participants have not been finalized. “The Retail Commission on Shopper Marketing will benefit the industry by facilitating the development of a consistent approach for the discipline of shopper marketing,” Diane Wallace, Coca-Cola's vice president of shopper marketing, told SN. “This will allow for best practices to be shared and applied across the industry. The In-Store Marketing Institute will facilitate the yearlong process that will lead to the development of the white paper: “Shopper Marketing Best Practices.” Brian Harris, chairman of the Partnering Group, will head the commission. “Industry focus on shopper marketing will drive the advancement of shopper focused merchandising and marketing, which will assist retailers in driving loyalty and revenue with their shoppers,” Wallace added.
MYCOUPONS.COM LAUNCHES PROGRAM
PITTSBURGH — MyCoupons.com has launched a syndication program that enables websites, social networks and others to offer MyCoupons.com coupon content under their own brand. MyCoupons.com offers the option of directly hosting the content and having its partners brand it, or providing a feed that can be integrated into its partners' current content. Syndication Program partners earn revenue based on the coupon usage by their customers. “The program not only allows our partners to provide valuable coupon savings to their customers, but also gives them an opportunity to share in the revenues,” said Greg Stoltz, MyCoupons.com president, in a statement.