Toilet paper, especially high-quality toilet paper, is always in demand and shoppers have an eye out for good deals. Procter & Gamble’s Charmin is one of the best products in the market, and Charmin Essentials is one of finest in the Charmin line.
Hartig Drug is the leading independent drug store in the eastern Iowa region, with additional stores in southwest Wisconsin and northwest Illinois. Their main regional competition is Walgreens and Walmart.
In the Fall of 2023, Hartig Drug ran a special promotion using AI (8112) Universal Coupons (UCs) to augment an in-store promotion for Charmin Essentials. Knowing that there was an AI (8112) offer on Charmin Essentials for Q4, Hartig coordinated with their supplier to secure ample inventory. They then designed an offer providing a discount based upon their volume commitment to the supplier and layered in a Procter & Gamble AI (8112) UC for the target Charmin Essentials UPCs.
The overall Charmin Essentials campaign ran for 20 weeks. During 14 weeks of the campaign, nData Services partnered with Hartig to run the layered AI (8112) offer, providing an additional $1.50 off per unit. The offer was delivered as a QR code. The main promotional channel for the AI (8112) offer was Hartig’s weekly ad/in-store circular. During the period that the offer ran, 66 of 646 sales included an AI (8112) UC, for a 10% penetration rate. Furthermore, 50 of the 66 redemptions were from the weekly ad/in-store circular and resulted from just 55 clips of the QR code in the ad, for an astounding 91% clip-to-redeem ratio. This underscores the power of in-store marketing, while mixing digital and analog channels to reach the shopper.
During this campaign, Hartig had a better offer on these UPCs for Charmin Essentials than either Walgreens or Walmart. They were quite pleased with the results. When asked about the promotion, John Freund, Director of Business Operations & Analytics at Hartig Drug said “We are thrilled to introduce this cutting-edge 8112 digital coupon technology, enabling our customers to discover savings on new and familiar products.”
*AI: Application Identifier is a GS1 identification number.
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