On-pack promotions are still an important part of the marketing mix despite the rise of online shopping, with new research finding that most consumers (66%) said promotions make brands more attractive. However, consumers also want the convenience which new technology can add to promotions, including recent developments such as online receipt validation.

Strikingly, it is Millennials who appear to respond best to on-pack promotions: those aged 25 to 34 found brands with promotions most attractive (77%), but this falls to 51% for people aged 55 and over.

However, consumers appreciate the benefits which new high-tech promotional mechanics can bring to promotions –  over half (51%) agreed that hassle free and easy-to-redeem promotions were preferable, and confirmed that technology is key to delivering a smooth shopper experience.

The survey was commissioned by independent marketing agency, Granby, and conducted in partnership with polling company Censuswide.

1000 UK consumers, representative of the general population, were questioned extensively on their shopping habits; from what makes brands more attractive to how they redeem promotions and what impacts their loyalty. The findings provide invaluable insights for brands wanting to create winning retail strategies in the face of digital.

The findings support the argument that promotion drive sales and loyalty: two-thirds of those surveyed (68%) said receiving a reward would increase their loyalty towards a brand. Furthermore, younger generations are more influenced by reward,s with 79% of consumers aged 16 to 24 admitting to being influenced.

The research also found that offers are a good way to help win new shoppers. More than half of consumers would switch products because of a promotional offer.

Some 53% agreed that the ability to upload a photo of their till receipt to claim a promotional offer and receiving an instant notification would incentivise them to redeem an offer.

Granby is the exclusive UK partner for a receipt validation technology which has been developed in the US and is a well-established platform in the US market under the name SwiftReceipt. It launched SwiftReceipt, which it says is the fastest digital receipt validation service in the UK, in August 2017.

Joanne Kimber, Managing Director, Granby and SwiftReceipt, said: “Reaching the shopper in-store has always been a challenge for marketers. However, this research shows that on-pack promotions still play a vital role in marketing, but technology provides a real opportunity for brands to be more intelligent when looking to connect with consumers.”

The full research report is available for download from Granby’s website here.

Granby Marketing Services was established more than 50 years ago and now works with luxury brands, blue-chip clients, SMEs and promotional marketing agencies to help connect brands with their customers, providing with integrated fulfilment solutions to manage ideas, growth and objectives. It is a member of the Institute of Promotional Marketing (IPM), the industry body which oversees promotional marketing in the UK.

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SwiftReceipt, a new digital receipt validation service which claims to be the fastest in the UK, launched this month with a promise to revolutionise the service for shoppers and brands alike.

Backed by integrated service agency, Granby, bespoke technology validates customer redemptions in less than an hour – and potentially in as little as 15 minutes – delivering digital rewards (for example cinema codes) instantly, with the ability to dispatch physical ones within 24 hours.

Granby is the exclusive UK partner for the receipt validation technology which has been developed in the US and is a well-established platform in the US market.

Joanne Kimber, Managing Director at Granby, says: “Digital receipt validation has been taking shopper marketing by storm for several years, but hasn’t offered instant redemption – until now. Consumers are less likely to take the time to complete complex redemption processes these days. They want everything quickly, and brands know it. SwiftReceipt is a gamechanger. Not only is it easy to set up, but brands will have access to more accurate data, aiding tracking and making ROI easier to prove.”

Granby says that SwiftReceipt does not rely on on-pack codes; instead, customers are asked to upload a photo of their till receipt to a mobile-optimised, branded microsite for validation. It also claims to offer a best-in-class data capture mechanism which will provide brands with important information about shopper trends, making it easier to retarget customers and cross-sell multiple brands and categories.

The technology is compliant with ISO27001, GDPR and EU data protection legislation, and offers access to full campaign analytics and reporting, which will also help brands accurately and compliantly grow databases and track ROI.

SwiftReceipt offers both an out-of-the-box solution for single-purchase reward claims, getting campaigns off the ground quickly, and bespoke solutions for more complex needs, such as multi-brand, multi-buy or threshold-spend solutions.

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LSI Netherlands BV – owner of the Peperami brand – and agencies TLC Marketing and Sense were crowned the big winners at The IPM Awards 2017, taking home the trophies for Brand Owner of the Year, Agency of the Year and the coveted Grand Prix Award respectively.

This year’s winners, which were announced at the IPM’s black-tie Awards Gala on Wednesday June 7 at the London Hilton Park Lane, showcased and celebrated the very best in creativity and effectiveness in the promotional marketing industry.

The evening commenced with opening addresses from Lord Black of Brentwood, President of the IPM, and John Sylvester, the IPM’s chairman and Chairman of Sodexo Benefits & Reward Services UK, while the host for the event was Strictly Come Dancing star, Claudia Winkleman.

LSI was named as Brand Owner of the Year, after collecting two Gold and two Silver trophies for its campaign linking Peperami mascot, the Animal, with the Angry Birds movie.

TLC took the Agency of the Year accolade, having picked up four Gold awards and a Silver for a range of different campaigns.

The Grand Prix went to ‘real world’ agency Sense for its #H2O activation, part of the ‘Discomfort Future’ campaign on behalf of The Economist. This saw potential subscribers offered free coffee apparently made from recycled water from a portable toilet, to highlight the issue of water scarcity around the world. It won two Golds and was selected by the IPM awards judges as the best of the best.

The picture above shows Sense collecting their award from Lord Black (left) and the evening’s host, Claudia Winkleman (right).

Other agencies celebrating multiple trophies at the IPM Awards 2017 included The Circle Agency, ZEAL Creative, Toucan and Brand & Deliver. Behaviour change experts 23red managed to pick up Gold, Silver and Bronze in the Not for Profit, Charities and Public Sector category, the second time the agency has achieved this impressive feat.

John Sylvester, Chairman of the IPM, said: “The IPM Awards celebrate outstanding promotional marketing from the very best UK agencies and underscore our commitment to supporting best practice, creativity, effectiveness and innovation. Our Awards are open to everyone in the marketing industry and this year it was great to see both some familiar faces and some newcomers amongst the winners and the audience.”

This year, winners of Gold, Silver and Bronze IPM Awards all qualify for entry into the IMC European Awards, and the IPM will be contacting agencies shortly to explain how to take advantage of this. John Sylvester observes: “The UK produces world-class promotional marketing campaigns, and we want as many of our winners as possible to enter the IMCs so we can underline our leadership in this vitally important sector of the marketing and advertising industry.”

Sponsors for the IPM Awards 2017 included headline sponsor Sodexo, Westfield Shoppingtowns, Sykes, Emirat, Whistl, Granby Marketing Services, Promotional Handling, i-movo, POD Staffing, Peazie and Pictures Experience.

A full list of this year’s winner can be found on the IPM website.

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Teams from the promotional marketing industry competed in the IPM Bowling Tournament in Manchester at the end of March 2017, with Zeal Creative taking away the King Pin trophy.

The tournament was held at the All Star Lanes, Deansgate, Manchester on March 28^th 2017, and attracted entries from Inspire, Refinery, Zeal (two teams), The IF Agency and Granby Marketing Services.

All teams played one game each with the two highest scorers then competing in the final, which saw Zeal defeat Inspire to claim the King Pin trophy. The picture shows both Zeal teams with the trophy.

The IPM runs a number of networking and social events for its members in London and major hub cities, including the IPM 5-a-Side Football and IPM Netball Tournaments, which are both scheduled to take place on April 20^th 2017 at the Play On Sports indoor arena, close to the Whitechapel Tube Station in London’s East End.

For details of costs and how to enter teams, as well as the dates of other social, networking and professional events, see the Events section of the IPM website, call 020 3848 0444 or email contact@theipm.org.uk.

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