Tesco coupon U-turn

I think it is a bit rich for Tesco CEO Philip Clarke to be banging the anti-coupon drum when Tesco is forever running heavy price discounting and bogofs.

Are we supposed to feel sympathy because for once Tesco is on the back foot and having to stump up the cost of paying for more promotions on its own-brand products to stay competitive?

I think we must also make the distinction between retailer-generated coupons and those created by the brands themselves. Brand coupons tend to be used more tactically and quite often form part of wider integrated campaigns. The likes of Tesco are fully reimbursed for the cost of the discount the brand coupons provide. Not only is there no cost to the retailer, there are big benefits to brand coupon campaigns as they drive consumers into stores.

Matthew Butcher
Director, Pims-SCA

Recommended

Delivery, not creativity, is root of trust

Webops Temp

Your article on Marks & Spencer using its ‘trusted brand’ status to diversify led me to think about what makes brands trusted. The reputations of BMW, Mercedes, Sony, Apple and Intel are built on mechanical quality and reliability as well as technical innovation; being trusted to deliver excellence consistently rather than fancy creativity. If they […]

PR’s effectiveness should also be seen in sales leads

Webops Temp

Why was there not a mention of PR’s impact on sales in your article about the need for the PR industry to measure the outcomes of campaigns, not just the outputs? Levels of awareness and positive perception are metrics of value to a marketer, but do they sufficiently illustrate the PR’s effectiveness, especially to the […]

Daily deals debate

Webops Temp

The news that Groupon is not signing up to new code of conduct for the daily deals industry sparked much comment. Read the story here and comment extracts below: It appears that, as in most industries, the big boys think they are too important to mix with the minnows. The sad fact is that their […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now