Mobile couponing platform launches in grocery chains

Share this content:

A mobile couponing system for grocery store chains and CPG manufacturers two years in the making went live on August 7. The A&P, The Food Emporium, Super Fresh and Waldbaum's supermarket chains have adopted the program, which provided through digital promotions and information management company Zavers. The digital platform, which presents mobile coupons and tracks their redemption rate sharing data with retail outlets and brand managers in real time, is available in New York; New Jersey; Pennsylvania; Maryland; Washington, DC; Connecticut and Delaware locations.

“Consumers' biggest pain point was the tyranny of clipping coupons, storing, filing and then finding the right one at the right time — that's a lot of work for 50 cents off of mayo,” said Anita Bajaj Newton, CMO at Zavers.

The new system makes offers from nearly 30 well-known brands available through banner ads, video ads and other online and mobile media. Consumers click on the coupon from the Web site and save it to a free digital account. Once at the register of a participating retail store, they simply swipe their loyalty card to automatically receive the discount and the discount is verified on the receipt.

Brand managers receive data on where and when offers were used and only pay per offer redeemed. Retailers also get access to the data around customers making purchases in their store.

Newton said she expected the program to gain more traction in time. “It's too early to have clear results, but so far we've met all of our metrics and are getting great feedback from consumers,” she said.

Unilever was an early partner of the program. Zavers did two beta trial first in a small grocery chain in Kansas City last year and more recently at five A&P stores. “Redemption rate was five to 10 times greater than what you would see in newspaper coupon redemption,” Newton said.

Zavers expects to offer the program to more grocery store chains as well as electronic outlets, pet stores, toy stores and other retailers in the years to come.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above