For the family company Storck, with brands such as Toffifee, Merci, Werther's Original and Riesen, coupons are an obvious sales tool. With 16 regional sales reps around the country, the coupon is a widely used tool – from new launches to the regular shelf.
"We've always worked a lot with coupons and see them as a good sales tool," says Esbjörn Boström, Field Sales Manager at Storck. With 16 regional sales reps visiting stores around the country, the coupon is a recurring feature of Storck's work with retail.
"I actually prefer single coupons, but for new products, multi-buy coupons are really good," says Esbjörn. "It's perfect."
"The coupon helps customers spot the products more easily, even on the regular shelf," he explains.
"We also see coupons as 'goodwill' for consumers," says Esbjörn. "That makes discount coupons even more interesting."
Studies from Clearon and Retail Academics show that a coupon at the shelf edge often contributes to additional sales without reducing the supplier's or retailer's margins, since many consumers buy the product without actually redeeming the discount.
"They contribute both to additional sales and to customers noticing our products," sums up Esbjörn Boström.
By choosing between single and multi-buy coupons depending on whether it's the regular range or a new launch, the effect of every campaign is maximised.
Research shows that a coupon at the shelf edge drives additional sales even when the consumer doesn't redeem it – the visibility itself makes a difference.
At a time of higher prices, the coupon becomes a way of showing appreciation to the consumer, rather than just a sales tool.
