abase. Manufacturers can sign-up to receive this consumer information for a fee. Roundy’s will then run reports giving this information to the manufacturer, exclusive of names and addresses. The manufacturer can then use this information to target their marketing efforts in a variety of ways.The manufacturer can target a group as large as all households using their club card, or as small as those purchasing a particular item UPC. Targeting can also be done by commodity group, brand group, purchasing habits or any other variable the manufacturer believes important for finding new trials of its products. Because of the ability to target based on item UPC, for the first time manufacturers can do what traditional coupon distribution channels could not. Target only consumers purchasing competing products, this almost eliminates the possibility of rewarding people already buying the manufacturers products.Delivery of the discounts can be done through in-store kiosks, register receipt messages, or messages sent directly to the home. Consumers will not need to present paper coupons in order to redeem the discounts, they will receive the discount electronically, simply by purchasing the eligible item and using their club card. Manufacturers can limit redemption to a particular time period, total dollar amount, or total number of consumers. This gives manufacturers greater control over the cost of each offer. V.WHAT DOES THIS MEAN FOR CONSUMERS?The success or failure of the alternatives to traditional coupons depends on consumer willingness to participate in the program, and the cost to the manufacturer to participate at the retail level.It seems that consumers who clip coupons will always clip coupons, however these consumers are not necessarily the ones the manufacturers want to reach. The cost conscious, always and part-time users of coupons will be sure to sign up for their club cards. Manufacturers can count on still reachin...
