By Aimee Chanthadavong
Shop A Docket is looking to encourage small businesses to advertise with medium that they’ve never used before.
The online and in-store coupon company has launched a Kick-Start advertising package: six weeks free with any 18-week advertising package on grocery dockets. The package includes print and online advertising and all offers are uploaded to www.shopadocket.com.au within 48 hours of approval. The advertiser will also receive online exposure in 10 selected postcode of their choice before the print distribution commences
Tim Wingrove, national sales manager of Shop A Docket, told RetailBiz that consumers are demanding for greater diversity and the company wants to assist retailers in doing that through this new marketing strategy.
“Small business involvement in our channel has been one of the cornerstones of our success over 25 years. In recognition of the challenging trading environment, it is one of the meaningful ways that Shop A Docket can assist small business to not only provide strong brand awareness, but also to drive new customer acquisition. The Kick Start advertising package has been specifically for this segment of the market,” he said.
Research conducted by Brandleaders Survey in February indicated that coupon-based discounts are surging with seven out of 10 shoppers having used a docket in the past year and grocery dockets reach 93 per cent of Australian households in any given week.
According to Wingrove, Shop A Docket has become one of the very few ‘constant’ media consumptions.
“Shopping frequency is now sitting at 2.6 times per week for the average consumer, which is significantly higher than five years ago. As a result, the channel has developed a stronger relationship with the Australian consumer and our ability to influence their purchasing decisions has increased,” he said.
“It is worth noting that whilst technology driven marketing is becoming more popular, there has been greater “take up” rates in the younger demographics – where in reality, the most valuable group by way of purchasing power is still the 25-54 audience, which is also Shop A Docket’s largest user segment.”
