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    Paperless Coupon Pilot Boosts Sales 71% at Big Y

    SPRINGFIELD, Mass. -- Big Y here grew sales of merchandise on promotion an average of 71 percent during a yearlong pilot of a new paperless in-store coupon system.

    SPRINGFIELD, Mass. -- Big Y here grew sales of merchandise on promotion an average of 71 percent during a yearlong pilot of a new paperless in-store coupon system.

    The solution, called Ez-Pic from Chicago-based Unicous Marketing Inc., is a paperless coupon advertised on retail store shelves and redeemed electronically at checkout. According to the vendor, data supplied for the study was made available by progressive Grocer parent The Nielson Co. and select manufacturers which used the Ez-Pic system in the pilot.

    "Ez-Pic is a seamless value, with no aggravation for our customers," said Phil Schneider, v.p. of center store for Big Y. "Plus, there are no additional cost to us."

    Unicous said Big Y benefitted through a higher volume of promotional sales and cost efficiencies related to reduced coupon handling time at checkout and on the back-end using traditional coupon clearing house processes.

    Big Y operates 54 stores in the Northeastern U.S.

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