For years, Atria has used coupons as a reliable campaign tool – from new launches to tracking results. Now the company is also testing digital coupons, supported by Clearon Insight to track what actually works.
"Coupons are the campaign tool that always works," says Filip Bergman, In-store Marketing Manager at Atria. With long experience as a field sales rep, he knows what delivers results in store – and coupons are an obvious part of that.
"We've worked with them for years with good results," he says. At the same time, grocery retail is constantly changing, and Atria has tested many different types of activation over the years.
"For example, we always run a coupon when launching new products to support sales from day one," says Filip. "We call it a taster discount."
The coupon helps the store get rotation going on the new product, since it lowers the threshold for shoppers to try it – while also giving extra visibility on the shelf.
"Stores keep their full margin on the product because the supplier covers the redemption, it helps increase sales and consumers get a lower price," explains Filip.
"For us, it's important to know that what we spend money on really works," says Filip. With Clearon Insight, Atria can track its campaigns in a structured way. "I think it's a good and easy-to-use system. It also helps our regional managers and sales reps keep better track."
Atria continues to build on its long-term coupon strategy and is now also testing digital coupons as a complement to printed ones. "It's fun to test digital since it's a relatively new campaign format," says Filip, while noting that it asks a little more of the shopper: "It takes a bit more effort to download and, above all, remember to show the digital coupon at the checkout than to simply pick up a paper coupon from the shelf edge."
Whatever the format, the conclusion is the same: "Fundamentally, it's about wanting to do good business," says Filip. "And without following up on what you do, it's impossible to know its effect."
Coupons have delivered results year after year, regardless of fluctuations in grocery retail, making them a reliable foundation for campaign work.
By always linking a coupon to new launches, it becomes easier for shoppers to try something new – driving rotation from launch day.
With Clearon Insight, Atria can measure the effect of every campaign, giving regional managers and sales reps better oversight and a basis for future decisions.
