From Mondelez's game-based launch of Marabou Caramello – which reached 10,000 game rounds in under three days – to Celsius's campaign “Share the Rush”, which delivered a 79% increase in sales, this year's speakers showed how the right combination of coupons, activation and in-store presence can turn a tough market into growth.
Anna Ekström and Caroline Uddström from NielsenIQ share fresh market data on Swedish grocery retail in 2024 – how inflation, price pressure and reduced purchasing power are affecting consumer behaviour. With concrete examples, such as the strong growth of functional drinks since 2009, they show what it takes to find profitable growth even in a recovering market.
Frida Åkerlund from Retail Academics presents a store study in which QR coupons were tested against traditional paper coupons in four ICA stores. The result was surprising: despite good visibility and a positive attitude towards the QR coupons, five times as many paper coupons were redeemed, with a sales increase of 13% against the QR coupon's 2%.
Annika Sund from Leksands Knäckebröd explains how they moved from printed vouchers and coupons sent by post to a fully digital customer service process. With digital vouchers they save time and money, avoid paper and postage, and can see in real time whether a voucher has been sent and redeemed.
Jasmine Söderlund from Celsius shows how the campaign “Share the Rush” combined gamification, product vouchers and maximised in-store visibility to drive sales. The result: 40% higher coupon redemption, one million views on TikTok and a sales increase of 79%.
Stefan Andersson from Gooh! talks about an in-store campaign with a tight budget that still made a big impact – a competition to win a trip to Italy, combined with digital and physical discount coupons via Clearon. The campaign hit all its targets and has helped the brand reach an all-time high in its brand tracking.
Wanda Fouad from Mondelez talks about the launch campaign for the new Marabou Caramello, where a digital matching game linked to a Clearon coupon gave players the chance to win the product. The campaign reached 10,000 game rounds in less than three days and a coupon redemption rate of 70% – an all-time high in results and engagement.
Charlotta Rosdahl, Product Manager at Clearon, presents the latest news: the campaign concept Send a Gift with a Twist, which combines brand with charity, Clearon Customer Care for rewarding and compensating consumers, and the crowning of Coupon Campaign of the Year 2024.
Jonas Jansson, store owner at ICA Supermarket Norrtälje, shared his best tips and experience from working with coupons in day-to-day store operations – a retailer's perspective on what makes coupon initiatives succeed in practice.