Issue link: http://osercommunicationsgroup.uberflip.com/i/365683
C h a i n D ru g s to re D a i l y M o n d a y, Au g u s t 2 5 , 2 0 1 4 2 6 PROMOTIONS ARE STARTING TO GET PERSONAL Looking at findings from Inmar's recent research – the Mid-Year Coupon Trends Report for H1 2014 and the 2014 Inmar Shopper Behavior Study – there's one takeaway that is impossible to miss. Shoppers want convenience. They have moved from a mindset of effort to one of expectation, and that expectation is for a personalized saving and shopping experi- ence that is both faster and "smarter." They are looking to retailers and brands to make it easy for them to save money when they shop. For many shoppers, that conven- ience is provided via Free Standing Inserts (FSIs). Delivered to the shopper's door, acquisition typically takes place at the kitchen table and requires only a pair of scissors and maybe a second cup of coffee. The result? FSIs represent, every quarter, better than 40 percent of all coupons redeemed. (For Q1 2014, FSIs accounted for 44.4 percent of all redeemed coupons.) With marketers dis- tributing a relatively equitable mix of food and non-food offers, employing gra- cious redemption periods and bringing up offer values, using FSIs is a promo- tion strategy that continues to enable broad reach while capturing large num- bers of impressions. As for targeting the delivery of FSIs, the options are, well, limited. Personalization? It's just not there. Yes, there are optimization strategies for bet- ter matching offers to markets, sharpen- ing spend and improving distribution (and Inmar helps clients do all of this every day) but personalizing offers isn't part of the package. For promotions to move to the next level, it must be. Enter digital promotions. Shoppers, as a result of their experiences with online retailers, have become accustomed to marketers recognizing them and facili- tating every aspect of their shopping experience. Now, they're looking for that same recognition and facilitation from brick and mortar mar- keters. As an example, the Inmar Shopper Behavior Study found that 70 percent of shoppers want coupons emailed to them for prod- ucts they normally buy. At the same time, 61 percent of shoppers (more than in 2012) can't find coupons for the products they want to buy. That has to change. With targeted digital promotions, it's going to – sooner rather than later. While shoppers' increasing use of technology throughout the path to pur- chase is bringing with it greater expecta- tions of timely engagement, it is also pro- viding a greater opportunity for properly equipped marketers to deliver content that is relevant and persuasive. Determining shoppers' preferred marketing channels is the first step toward a solution, and that's been accomplished. Now it's just a matter of matching offers with shoppers and delivering that con- tent with the frequency that makes sense for both shoppers and trading partners. Building on its 34 years of experience in the promotion industry, Inmar is leading the way in delivering this personalization. By utiliz- ing an open network connecting more than 17,000 retail rooftops, Inmar is actively collaborating with growth-mind- ed trading partners to ensure broad shop- per access to the greatest amount of rele- vant content possible. It's about to get very exciting. Stay tuned. Visit Inmar at booth 2849. For more infor- mation, email learnmore@inmar.com or call 866-440-6917. UNIWEB: COST-EFFICIENT STORAGE SYSTEMS Uniweb brings craftmanship, functionali- ty and beauty to historic Boston with its latest under counter modular units. Visit Uniweb at booth 1130 to explore some of the highest performing fixtures in the industry. For more than 25 years, Uniweb has been a proud member of NACDS. Uniweb's passion to create flourish- es in its ability to listen and respond to customer's needs. This level of commit- ment allows the company to develop innovative and seamless merchandising systems to solve customer challenges, while building new relationships and having fun in the process. For more than 40 years, Uniweb continually anticipates and responds to changing business condi- tions. But, the one thing that will never change is the company's commitment to creating the most cost-efficient storage systems. Adaptable, portable and flexi- ble, Uniweb Modular Components deliv- er endless possibilities. Uniweb Modular Counter Systems provide an integrated and accommodat- ing clutter-free functional working envi- ronment engineered and tailored to meet your specific needs. An array of storage above and below the work area will keep your team organized and supplies conve- niently within reach, allowing for maxi- mum workflow. The versatile free-standing modular components include: UL-Listed Modular Wiring; blank conduit and communica- tion boxes allow for easy communication and data transmission; Uniweb Modular counter units and equipment easily tie in to existing power and plumbing sources; laminate tops and privacy screens matched to your color scheme; exterior preferences can include laminate or Uniweb panels for increased display pos- sibilities; millwork designed to your requirements; installa- tion is quick and simple; interchangeable under-counter and fixtures, shelving and accessories can be easily reconfigured by store personnel; and infinite accessories options! The ultimate beauty of Uniweb's craftsmanship: as your needs change, so can your modular space. Whether you need more space or need to change your operation's layout, you are not locked into your original design. These interior under and above counters, cabinets, shelving and accessories provide unlimit- ed flexibility while giving you the free- dom to design and equip your space for unsurpassed utility and appearance at an affordable price. Many design possibilities are avail- able: custom metal finishes, trim strips, décor panels, laminates, wood and wood veneers, decorative metals, glass, tile, awnings, special lighting, signage and much more. Uniweb works with your staff and architects to design the room's exterior and/or interior to meet your company's specific aesthetic requirements, including surface options, materials, custom colors and finishes to coordinate with your surrounding store interiors. Uniweb creates modular room components and many other space effi- cient concepts to work in combination with your existing footprint. Together, they help to create a welcoming ambiance for the customers and staff to enjoy. Give Uniweb your challenges today. The company will be proud to show you current satisfied customer installations, take you on a tour of their new, state-of- the-industry 180,000 square foot manu- facturing facility and meet with your team to start discussions on your next remodel project. For more information, visit booth 1130, call 800-486-4932 or visit www.uniwebinc.com.