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A&P and digital incentive and information management company Zavers have joined forces to give shoppers what the companies call “an unprecedented level of simplicity, savings and convenience in mobile couponing,” starting this month at participating A&P stores.
Although mobile coupons are rising in popularity, many see them as too unwieldy to appeal to the mainstream. Zavers’ mobile technology overcomes this barrier by providing consumers with an easy “text & save” experience. A shopper who has opted in gets an offer via text message, and replies with a simple code. The coupon is automatically placed in the customer’s Zavers-powered account, which is already linked to the store’s shopper loyalty program. The shopper selects the product in the store, and at checkout, swipes his or her loyalty savings card as usual. The coupon amount is then automatically and instantly deducted from the bill, and the savings are printed on the receipt.
“Zavers’ mobile platform is a unique combination of innovative technology and consumer simplicity,” noted chief marketing officer Anita Newton, chief marketing officer at Kansas City, Kan.-based Zavers. “Consumers today want immediate gratification, and with Zavers’ mobile platform there is no delay — users can find, save and redeem coupons at the moment of the truth, instantly in the store. This is a difference-maker for our product advertisers, retailers and shoppers.”
The Zavers program leads to higher loyalty and customer satisfaction, according to the vendor, which adds that its platform provides advertisers with measurement of their promotional efforts far beyond clicks and views, including which offers are leading to the sale of a product at retail.
“There is a clear need for mobile solutions that can help connect brands and advertisers with their customers in an efficient manner,” said Vikrant Gandi, senior mobile analyst at Frost & Sullivan, a global company that works with clients to accelerate growth and attain best-in-class positions in growth, innovation and leadership. “Zavers’ solution is an easy-to-use, transparent system that is measurable and performance-driven, as well as flexible enough to incorporate additional requirements from retailers and advertisers.”
At A&P, several national brands are already using using Zavers’ mobile platform as part of the “Red Tag Online Savings” program at A&P, Waldbaum’s and SuperFresh stores; the “Online Advantage Program” at Pathmark locations; and the “Fresh Online Savings” program at The Food Emporium stores. Redemption rates have reached as high as 45 percent, vs. around 1 percent for paper-based coupons, Zavers said.
Montvale, N.J.-based A&P operates 433 stores in eight states and the District of Columbia under the following banners: A&P, Waldbaum’s, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, SuperFresh and Food Basics.