Almost 40 years in the grocery trade have taught Mickey Dahl one thing: coupons make the shelf come alive. The store owner at Coop Tyresö Centrum explains why he sees nothing but benefits in working with coupons.
"I lose nothing by using coupons, I only gain from them," says Mickey Dahl, store owner at Coop Tyresö Centrum. The store works with meal displays – pallets that combine products from different suppliers into a complete meal. When a coupon is placed on one or more products in such a display, sales increase for the whole display.
"I've always liked working with coupons," says Mickey. "Coupons make the shelf come alive! Coupons are rock'n'roll – not everything in a store can be clinical."
"Today, coupons are super easy because we don't have to deal with any physical handling," says Mickey.
By linking coupons to meal displays, sales increase for the whole display, regardless of which individual item carries the coupon. Digital coupons have also made handling considerably easier compared with the physical handling of the past – a clear example of how coupons can create gains for both supplier and retailer.
By combining products from several suppliers into a complete meal, a single coupon increases sales for the whole display.
Digital coupons have eliminated physical handling and made it easier for the store to work with offers.
Mickey Dahl's almost 40 years in the industry lend weight to the insight that coupons create value with no downside for the retailer.
