ICA Supermarket Toria in Torsby has truly understood the value of coupon campaigns. It is one of the ICA Supermarket stores that redeemed the most coupons in 2021. “Our customers love coupons and we like them because they increase our sales,” says Julia Högfeldt, who is in charge of bread at the store.
Customers at ICA Supermarket Toria in Torsby, Värmland, like their coupons. Last year the store was at the top for the most redeemed coupons of all ICA Supermarket stores in Sweden. Most of the coupon campaigns in the store perform really well, but the bread section stands out in particular. And the coupons are just as popular with old and young alike.
Families with children are just as likely as pensioners to be drawn to using coupons. At weekends, for example, hot dog buns are very popular when lots of families head out into nature to grill sausages. That’s when Pågen’s coupons for hot dog buns sell like hot cakes.
Julia Högfeldt thinks coupons are a convenient way to encourage customers to buy more and thereby increase sales volume.
A colourful coupon on the shelf makes the product more visible and catches your eye. Many customers take two products even if they hadn’t planned to from the start, when they see they get a good discount on the product with a coupon.
When it comes to the design of the coupons themselves, she has a tip for suppliers.
The coupons that do best with us are the ones with a clear message. You should quickly understand what offer you’re getting – it mustn’t get confusing. Buy two for the price of one, for example, is usually very popular, but so are coupons that give a discount on the second item.
Hot dog buns in particular are a popular coupon product at ICA Toria.
It’s a product we’ve had a coupon campaign on for a long time. Customers are well aware that there should be a coupon for the hot dog buns and are happy to use it, says Julia, who thinks Pågen is a supplier with good routines for its coupons.
Our sales reps from Pågen are here six days a week and they always make sure there are current coupons on the shelf. That’s great, because it increases sales for us when customers are tempted to buy more products.
A couple of tips from Julia are to always keep the area around the coupons on the shelf neat and tidy, make sure it is well stocked and remove coupons that have expired.
The sales reps usually take care of that themselves, but I make sure no old coupons are left behind, because then customers get disappointed. And it’s important to always have plenty of coupons on the shelf so that it never runs empty. Customers really do love their coupons!
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