Key to the app’s success, says Parkinson, is the ability for users to stay on Facebook to locate deals. “We often see high abandonment rates online. When consumers are booted off one site to another, they often quit,” he says. “We built this app because there are a lot of Facebook users who want to be able to use the interface to find coupons without leaving the Facebook platform.”
Though the press release states that the app allows advertisers the ability to provide targeted offers to users, only geo-targeting is available at the moment. Parkinson says there are plans to begin further targeting soon.
The biggest challenge was finding a way to integrate with Facebook effectively, Parkinson notes. “With Facebook’s Open Graph, Timeline and other aspects, we had to make sure that the features were done correctly.”
Valassis is currently working on a version for mobile and tablet, Parkinson adds. “Once the app has had time in the market, we can focus on other features.”
RedPlum Social Savings, launched as a part of Valassis’s “Reimagining Reach” publicity campaign, gives users the opportunity to download, share, and print coupon offers from brands, according to a company release. The coupons offered are grocery-related and according to a recent survey, Valassis expects social marketing to be a major component for grocery retailers in the near future.