StORES Magazine - September 2007 - (Page 19) continued from page 16 redemption trends derived from a database ICOM built in the course of designing 6,300 targeted direct mail programs and issuing 425 million coupons to 28 million U.S. and Canadian households. According to Meyers and Litt, these are the top five myths about coupon redemption: MYTH #1: Short-term expirations drive immediate sales. FACT: Consumers need more time. A short window often cuts redemption far more than any increase in value can make up. MYTH #2: Higher value always equals higher redemption. Maximum redemption FACT: Value alone isn’t enough. Maximum comes from an optimal redemption comes from an optimal valueexpiration sweet spot. value-expiration sweet spot MYTH #3: Store brand users aren’t worth pursuing with target coupon offers. more likely to try a new product and will do so on a lowerFACT: As store brands upgrade their quality, fewer store value coupon offer. brand consumers will be price-centric and more will be MYTH #5: The presence of a sample is a requisite for drivquality and feature conscious. They’ll often redeem targeting high redemption rates. ed offers at rates as high as other competitive users. FACT: There are other factors much more likely to drive reMYTH #4: Targeting the most loyal users of a competitor’s demption rates, including expiration, value, current vs. product yields the best return on a coupon program. competitive user and frequent vs. infrequent coupon user. FACT: Light to moderately loyal competitive users are ADVERTORIAL Achieving Better Customer Loyalty in Today’s Grocery Market The advancement of new instore technologies has given grocery retailers the opportunity to extend a number of new offerings to better serve their customers. The challenge remains in the ability to cost-effectively unite these capabilties in one complete system. That’s where Fujitsu’s GlobalSTORE® POS system stands out. Cost-effective Integration GlobalSTORE is the foundation for Fujitsu’s Pervasive Retailing™ Framework, which enables grocers to integrate current legacy software with newly acquired applications without the need to invest in complex, expensive add-on messaging layers. This allows you to blend traditional POS capabilities with new forms of customer-centric interaction. You can deliver a consistent consumer experience across all touchpoints by seamlessly integrating multiple disparate devices and applications. Real-Time Promotions GlobalSTORE’s seamless integration with Fujitsu’s CustomerCENTER™ loyalty software speeds the deployment of customer relationship management capabilities and helps retailers better manage customer profiles, loyalty program details, promotional campaigns and analysis in real-time to cultivate customer loyalty. Quicker Throughput GlobalSTORE features an advanced GUI and workflow for improved service to your customers while reducing costs. Fujitsu’s advanced user interface and business rules libraries provide more flexibility to store operations personnel in defining new POS-centric business processes. As a result, you can increase throughput at the register while lowering labor costs to service your customers. This simpler workflow translates into reduced training costs and enhanced overall bottom line. For more information on GlobalSTORE, contact us today. 800-340-4425 • 858-457-9900 • us.fujitsu.com/retailing WWW.STORES.ORG STORES / SEPTEMBER 2007 19 http://us.fujitsu.com/retailing http://WWW.STORES.ORG
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