Digital Promotions – Issues, Experts, Best Practices and Discussion

Panel Discussion

Introductions:

• Moderator: Susan M. Jones, Inmar• Jackie Broberg, General Mills• Mary-Anne Day, P&G

Digital Promotions• Definition: A digital coupon is a coupon that traverses the full coupon

process (set-up and communication, discovery, presentation at Point of Sale, validation, and redemption) without the requirement to manifest itself as “paper” or in other hard-copy form.

• Landscape today– Approximately 20,000 retailer locations are enabled for digital coupons*– Small share of total industry distribution – 0.3%– Dramatically growing share of industry redemption – 1.8% (up from 0.9% in 2013.

• Publication: ACP Digital Coupon Introduction*revalidate this number closer to event date (as of February 2015)

Digital Coupon Process

Setup & Communication

Discovery & Acquisition

Presentment Validation & Redemption

Reconciliation

Digital Promotions - Discussion• Offer set up –

– Ensure that you have unique offer codes by method of discovery– Provide SKU/UPC data to validate digital offers. 

• If a databar is asked for during set up, ensure you understand how it’s to be used.  – Proper set up, enables controls through the process AND solid analytics when you

are done.

• Discovery & Acquisition– Growth continues as additional retailers add digital capabilities – are we at “scale?”– Consumer engagement tactics by participating retailers are critical for adoption and

use.

• Presentment– JICC guidelines discourage use of human readable or scannable barcodes presented

on a mobile device screen. 

• Validation & Redemption– Worth repeating! True digital will be validated by the product SKU/UPC of the

purchased product.– Retail system should care for situations where consumers present both a paper

coupon along with a digital coupon for the same purchase.  Rules should be in place to apply only one discount. 

• Reconciliation– JICC file layout standards should be followed for all redemption files allowing for

proper reconciliation & controls

Digital Promotions - Discussion