E Couponing at WDM Belgium


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Digital coupons are now officially accepted in Belgium. WDM Belgium is one of the certified platforms to safely send your e-coupons. This presentation describes the WDM Belgium and permesso.be solution.

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E Couponing at WDM Belgium

  1. 1. Permesso.be & WDM Belgium … … geknipte partners in e-couponing … taillés pour êtres vos partenaires en e-couponing
  2. 2. E-coupon: tactics AND strategy! A tactical instrument • Boosting sales • Generating trial / attracting new customers • Generating brand awareness But as much a strategic instrument! • Setting up long term, personal dialogues • Positioning of the brand vs direct competitors and private labels • Generating trial AND repurchase … BUILDING A CONSUMER DATABASE! 2
  3. 3. New e-couponing standard in Belgium GS1 Belgium & Luxembourg • neutral standard organisation • developed standard on BABM/Fedis request • Limiting fraud by: • Standard design & layout • Mandatory consumer registration procedure • Personalisation of the e-coupon + perso-code scanned by clearing house • guaranteed e-coupon acceptance by retailers • Technical platform issuing coupons needs to be certified by GS1 Document: ‘Manual & best practices for the internet coupon’ 3
  4. 4. WDM Belgium/permesso.be offers a GS1 certified platform 4
  5. 5. E-couponing solution Media Technical Platform Database build up
  6. 6. MEDIA E-coupon platform Database build up 6
  7. 7. MEDIA E-mail campaigns Bannering • permesso.be (*) • brand & company site • own opt-in e-mail database • banner advertising • permesso.be WDM Belgium certified e-coupon platform 7
  8. 8. • On-line permission based e-mail marketing platform • An on-line trusted brand • More than 700 000 members • A fast & easy solution for all your (e-coupon) campaigns • Full campaign management • A high quality service, aiming for maximum ROI • The biggest segmented on-line community A-brand users, private label lovers, beer drinkers, health freaks, upper class families with kids, mothers buying hypoallergenic fabric softners , people buying electrical appliances in the supermarket, young urbans interested in trying a new champagne, … 8
  9. 9. Target groups are important… but there’s more… Optimize your subject lines and e-mail campaigns and ensure maximum open rates and click rates • Evaluate your subject line and your campaign before launching and optimize where possible  Unique ‘Campaign Evaluation Tool’ • Multivariate testing: easy and real time testing in the digital world  Test campaign elements: which visual or offer works best? 9
  10. 10. MEDIA E-coupon platform Print command Consumer registration Coupon choice screen Unique , personalised printed coupon Several offers in 1 campaign possible 10
  11. 11. STEP 1: Consumer registration • Consumer registration is mandatory in standard: name/address/tel or GSM • Consumer name will be printed on the coupon 11
  12. 12. STEP 1: Consumer registration WDM Belgiums extras • Permesso.be campaign : Possibility to insert an opt-in for the brand/product/company for email communication • Name & address data of coupon users automatically become your property  database build up / enhancement of your e- mail addresses with names & addresses • Use appropriate privacy statement when collecting consumer data – declaration of data treatment at the commission! 12
  13. 13. STEP 2 : Consumer chooses coupon(s) Options: • 1 ‘level’ : up to 4 coupons per page • 2 ‘levels’ for e.g. multibrand couponing CREATE YOUR OWN OFFERS Coupon A1 LOOK & FEEL ! BRAND A Coupon A2 OFFERS Coupon B1 BRAND B Coupon B2 Coupon B3 13
  14. 14. STEP 3 : printed coupon(s) Anti-fraud optimisation • Special fonts, ‘tramage’ • Post-coupon fraud detection  Permesso.be black list for e-couponing Control the number of coupons issued • Set a total number of coupons for your campaign • Set a limit to the number of times the consumer can print the coupon • Multiple coupons per individual triggers unique perso-codes 14
  15. 15. STEP 4 : Campaign reporting E-mail campaign • sent & delivered • views & viewers • clicks and clickers per link • segmentation • printed coupons 15
  16. 16. MEDIA E-coupon platform Database build up 16
  17. 17. E-couponing helps building long term relationships Perso- Match codes Coupon Coupon printers users Free quality check! Multichannel consumer / coupon user database 17
  18. 18. E-couponing helps building long term relationships • Join all collected data from all campaigns in 1 database and create a single customer view - Join on-line and off-line contactpoints • Keep track of reactions to campaigns and coupon use • Good data quality leads to better consumer dialogues • Qualify your customers: try to get to know them better • Use (on-line) surveys • Track behavioral data on your website • Measure the short term and long tem effects of your consumer dialogues 18
  19. 19. In short … only the best for your e-couponing campaigns
  20. 20. Only the best for your e-couponing campaigns Maximizing ROI • Transparant costs – no extras per printed coupon • Campaign evaluation and testing • Clear reporting, also on data quality through free File-Check • Quick time to market – react quickly to market impulses Your own creatives • We create the minisite you have in mind • Choose a flexible tailor made campaign or a standard template with minimal creatives needed Full service offer • Media and targeting through permesso.be and CONSU-matrix • GS1 certified technical platform • Database building. Database management for fmcg. Data intelligence Easy-to-use for the consumer impacts coupon printing • No software needed • Access to the coupon and printing in one movement • Clear privacy statements 20