Hathway has entered into a partnership with Inmar, provider of the most comprehensive couponing solutions for brands selling through retailers. The two companies are joining forces to expand digital coupon distribution through mobile devices to enable improved shopper marketing programs for their consumer packaged goods (CPG) customers. Hathway will leverage its leadership in the mobile space to deliver contextually-relevant offers and promotions for CPGs to reach consumers in the moments that matter most.
Consumer expectations and preferences are driving brands to consider new and innovative ways to distribute digital coupons at-scale.
While free standing inserts (FSIs) are still the dominant medium for promotions in CPG, consumer expectations and preferences are driving brands to consider new and innovative ways to distribute digital coupons at-scale. Hathway and Inmar are confident that this trend towards digital will continue, driving greater redemption rates among younger, more tech-savvy shoppers. Additionally, this provides valuable transactional data to the brand, which has historically been one of the greatest challenges for CPG brands in understanding their customers and their buying behaviors.
“We’re innovating the promotions experience for the brands and retailers we service,” says Kevin Rice, CMO of Hathway. “Creating elegant solutions that allow brands to reach and convert consumers in the aisle, across any number of retailers in the Inmar network,” adds Rice.
This joint effort will not only deliver innovative promotional content to consumers but also connect digital publishers with retailers in a secure, highly controlled ecosystem. Inmar will employ its digital promotions network and its financial settlement solution to integrate with retail point-of-sale and ensure seamless redemption of coupons that are delivered to smartphones and other mobile devices.
By increasing promotional content accessible via smartphones and enabling redemption at the point-of-sale, Inmar and Hathway will provide a superior digital coupon-use experience for consumers, and a more efficient and cost-effective promotional pipeline for brands and retailers.