COLUMBUS, OH – A test market collaboration generating customized coupons for scale-item purchases is increasing sales performance at a regional grocer by as much as 33 percent.
Xenia, OH-based independent retailer Groceryland, a Mettler Toledo retail scale customer, is the pilot site for the Company’s collaboration with Raleigh, NC- based Fresh Media Solutions. The smart couponing pilot harnesses the enhanced graphics capabilities of the Impact S scale to generate Fresh Media Solutions’ eye-catching, label-based coupons that are specifically correlated to the purchased item.
“Mettler Toledo retail customers already appreciate the branding capabilities that our Impact S scales bring to the fresh counter. The Impact S’s large label roll and high-resolution thermal printer make coupon graphics really pop,” said Brian Hipsher, Business Leader, Retail Division – Americas for Mettler Toledo. “Fresh Media Solutions provides a showcase for the Impact S scale’s superior graphics and retailer system interface.”
“We knew we wanted to partner with Mettler Toledo to test our new retailer service offering because of ease of integration with our custom-couponing software and the excellent graphics the Impact S scale can produce,” said Richard Smith, General Manager of Fresh Media Solutions. “We have been able to generate attention-grabbing coupon designs for our pilot that are critical to highlighting the immediate opportunity to save on a related item.”
Groceryland has hosted testing on more than 16 types of linked product promotions since the pilot launched in fall 2009. To date, the testing process has revealed the opportunity to save is the primary customer motivator, not proximity to the linked promotional item. Furthermore, linked items have not necessarily required logical combinations to generate higher promotional sales.
"We expected a cheese offer linked to deli meat purchases would create one of the more successful promotions,” Smith said. “However, when we linked tomatoes to 2-liter name-brand cola, we saw the highest purchase ratio: one in three customers went on to purchase the discounted cola. So, it appears retailers will be able to leverage fresh items to drive customer traffic wherever they want within the store using our system.”
Hipsher says the future rollout of Fresh Media Solutions’ smart couponing process to new markets will provide yet another benefit for current and future Impact S scale customers.
“Mettler Toledo customers are already benefiting from the high-performance capabilities of our Impact S scales,” Hipsher said. “The ability for our customers to easily integrate custom coupon solutions with Impact S helps shoppers save money, and helps the retailer drive sales growth throughout the store.”
Source: Mettler Toledo