During an on-site technical workshop, Butcher’s challenged DS Smith to cost-effectively incorporate a redeemable voucher into its existing high quality, corrugated 12 pack consumer box, to support its sales and promotional strategy.

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DS Smith presented a range of options including special varnish effects, foil blocking and random coding. However, after joint consideration, the best solution was a HD pre-print liner to the existing litho printed pack offering the shopper a redeemable £1 voucher.

The resulting pack encourages repeat purchase of the high quality product and supports brand loyalty and engagement – key strategies for family-owned Butcher’s.

Sarah Alexander, Head of Marketing Department at Butchers, said: “DS Smith was central to the development of this promotional idea. We wanted to increase brand engagement but not sacrifice our family heritage. The solution has already delivered results higher than ever seen previously – redemption rates >35% against market norms of <1.5% which we are now monitoring to understand the impact on long-term loyalty trends. The reverse-printed coupon also allowed us to create noise & vibrancy for the shopper and protect the brand from the risk of mal-redemptions often seen with inserted coupons.”

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