CASE STUDY: WINNING AT RETAIL WITH COUPONS ON-DEMAND

Major Wine Supplier Improves Speed to Market Tenfold with Centiv’s Coupon Application

Challenge:

A major wine company was struggling to respond to its salespeople’s needs to execute customized, retailer-specific cross-merchandising coupons for selling its wine. The value of these coupons, both instantly redeemable and mail-in, is that they have been proven to have an immediate effect on product lift and provide retailers more choice in developing offers that suit their business.

Centiv Solution:

Centiv deployed its Coupon application available within their proprietary software, Instant Impact™. Coupon Maker is a web application that makes it possible to create coupons with unique offers and values, dynamic UPC symbols, and the unique ability to segment IRCs from MIRs and the states in which they are authorized. This solution enables salespeople to choose from a wide variety of wines coupled with dozens of different cross-merchandising products, including everything from disposable cameras to party trays.

Salespeople can then select the available dates of the coupon and the values. Centiv’s Coupon Maker dynamically renders the UPC symbol or data bar, restricts shipment of each coupon type to only the states where they are legal, and automatically notifies the coupon redemption house of the number of coupons, offers, and UPC symbols in order to activate them in their system.

Results:

By partnering with Centiv, this wine supplier was able to significantly reduce its response time for custom coupon requests from 10 weeks to just 10 days. Additionally, Centiv’s marketing automation solutions enabled the company’s headquarters’ team to focus on issues that move the business forward instead of the cumbersome administrative burdens associated with custom coupon requests.