Digital coupons are now officially accepted in Belgium. WDM Belgium is one of the certified platforms to safely send your e-coupons. This presentation describes the WDM Belgium and permesso.be solution.
1. Permesso.be & WDM Belgium …
… geknipte partners in e-couponing
… taillés pour êtres vos partenaires en e-couponing
2. E-coupon: tactics AND strategy!
A tactical instrument
• Boosting sales
• Generating trial / attracting new customers
• Generating brand awareness
But as much a strategic instrument!
• Setting up long term, personal dialogues
• Positioning of the brand vs direct competitors and private labels
• Generating trial AND repurchase
… BUILDING A CONSUMER DATABASE!
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3. New e-couponing standard
in Belgium
GS1 Belgium & Luxembourg
• neutral standard organisation
• developed standard on BABM/Fedis request
• Limiting fraud by:
• Standard design & layout
• Mandatory consumer registration procedure
• Personalisation of the e-coupon + perso-code scanned by
clearing house
• guaranteed e-coupon acceptance by retailers
• Technical platform issuing coupons needs to be certified by GS1
Document: ‘Manual & best practices for the internet coupon’
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7. MEDIA
E-mail campaigns Bannering
• permesso.be (*) • brand & company site
• own opt-in e-mail database • banner advertising
• permesso.be
WDM Belgium certified e-coupon platform
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8. • On-line permission based e-mail marketing platform
• An on-line trusted brand
• More than 700 000 members
• A fast & easy solution for all your (e-coupon)
campaigns
• Full campaign management
• A high quality service, aiming for maximum ROI
• The biggest segmented on-line community
A-brand users, private label lovers, beer drinkers, health freaks, upper class
families with kids, mothers buying hypoallergenic fabric softners , people buying
electrical appliances in the supermarket, young urbans interested in trying a new
champagne, …
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9. Target groups are important…
but there’s more…
Optimize your subject lines and e-mail campaigns and
ensure maximum open rates and click rates
• Evaluate your subject line and your campaign before
launching and optimize where possible
Unique ‘Campaign Evaluation Tool’
• Multivariate testing: easy and real time testing in the
digital world
Test campaign elements: which visual or offer works best?
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10. MEDIA
E-coupon platform
Print command
Consumer registration Coupon choice screen
Unique , personalised
printed coupon
Several offers in 1 campaign possible
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11. STEP 1: Consumer
registration
• Consumer registration is mandatory in standard:
name/address/tel or GSM
• Consumer name will be printed on the coupon
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12. STEP 1: Consumer
registration
WDM Belgiums extras
• Permesso.be campaign : Possibility to insert an opt-in for the
brand/product/company for email communication
• Name & address data of coupon users automatically become
your property database build up / enhancement of your e-
mail addresses with names & addresses
• Use appropriate privacy statement when collecting consumer
data – declaration of data treatment at the commission!
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13. STEP 2 : Consumer
chooses coupon(s)
Options:
• 1 ‘level’ : up to 4 coupons
per page
• 2 ‘levels’ for e.g. multibrand couponing
CREATE YOUR OWN
OFFERS Coupon A1 LOOK & FEEL !
BRAND A
Coupon A2
OFFERS
Coupon B1
BRAND B
Coupon B2
Coupon B3
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14. STEP 3 :
printed coupon(s)
Anti-fraud optimisation
• Special fonts, ‘tramage’
• Post-coupon fraud detection
Permesso.be black list for e-couponing
Control the number of coupons issued
• Set a total number of coupons for your
campaign
• Set a limit to the number of times the consumer can
print the coupon
• Multiple coupons per individual triggers unique perso-codes
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15. STEP 4 : Campaign reporting
E-mail campaign
• sent & delivered
• views & viewers
• clicks and clickers per link
• segmentation
• printed coupons
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17. E-couponing helps building long term
relationships
Perso- Match
codes Coupon
Coupon printers
users
Free quality check!
Multichannel consumer / coupon user
database
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18. E-couponing helps building long term
relationships
• Join all collected data from all campaigns in 1 database and create
a single customer view - Join on-line and off-line contactpoints
• Keep track of reactions to campaigns and coupon use
• Good data quality leads to better consumer dialogues
• Qualify your customers: try to get to know them better
• Use (on-line) surveys
• Track behavioral data on your website
• Measure the short term and long tem effects of your consumer
dialogues
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20. Only the best for your e-couponing
campaigns
Maximizing ROI
• Transparant costs – no extras per printed coupon
• Campaign evaluation and testing
• Clear reporting, also on data quality through free File-Check
• Quick time to market – react quickly to market impulses
Your own creatives
• We create the minisite you have in mind
• Choose a flexible tailor made campaign or a standard template with minimal
creatives needed
Full service offer
• Media and targeting through permesso.be and CONSU-matrix
• GS1 certified technical platform
• Database building. Database management for fmcg. Data intelligence
Easy-to-use for the consumer impacts coupon printing
• No software needed
• Access to the coupon and printing in one movement
• Clear privacy statements
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