22 July 2008
Scotts Miracle Gro attracts new customers with new products, though the use of convenient and cost-effective consumer-printed coupons
Scotts Miracle Gro, the world’s largest marketer of branded consumer lawn and garden products, has teamed up with Couponstar in order to drive awareness of its new product range through a wide variety of consumer-printable coupons. The coupons, which will be offered as a reward to Scotts’ customers who are registered online, will be available to consumers via Couponstar’s CouponSOLO™ platform – a web-based coupon portal solution that aggregates multiple coupon offers from a company or brand into one centralised location.
Scotts Miracle Gro has significant stature in the Gardening world, and to-date it has invested heavily in above-the-line promotion such as TV advertising in order to maintain a market-leading position. However, with significant evidence of a huge consumer shift to the Internet, Scotts also recognised the need to develop its online presence and keep abreast of technological advances in order to maximise profits.
As Emma Waite, Assistant Product Manager, Gardens at Scotts Miracle Gro, explains, “Scotts’ business strategy is to make gardening accessible to everyone by providing trusted brands, choice, value for money, convenience and on-going innovation to satisfy customers’ needs. Consumer printed coupons fit this bill perfectly, offering our customers an easy, innovative way to trial new products and make significant savings.”
Waite continues, “Using Couponstar’s technology, we are able to achieve an unprecedented insight into consumer response to special in-store offers, and we can track the success of a campaign, from the moment a coupon is printed through to the point it is redeemed at the till. As a result of our work with Couponstar we anticipate strong results including an increased trial of new and existing products, an increase in subscribers to our website database and synergy across all our promotional plans, which is increasingly difficult to achieve in our industry.”
Waite concludes, “Couponstar’s solutions have given us the confidence to invest more of our marketing efforts online, primarily due to the ability to measure its impact on sales in-store. The technology has proven to be very secure which puts us, the promoter back in control of our Internet promotions. Couponstar has provided the right answers every step of the way, and we look forward to developing our relationship with them in the future.”
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