CPG brands can keep the shopper data on the retail coupons they already fund.

It's the same discount and the same barcode scanned at the register. The only thing that changes is whose database the shopper's info lands in, and it takes less work than most brands expect.

Why don't brands keep the shopper data from retail coupons today?

Retailers want to own the customer data from their stores, so digital coupons runs through the retailer's app or database, tied to the shopper's loyalty account, if they have one. The brand funds the discount through trade spend, a clearinghouse reimbursement, or straight out of margin. Sales go up, but the brand can't see who bought, where, when, or from what offer. All they get is total products sold.

Running a coupon through the retailer's loyalty app is the default. It's how things have been done for years. It isn't a requirement. And the shopper is worth knowing: Inmar's 2023 shopper data found digital-coupon users carry a 68% higher basket.

Is it more work for a brand to run its own shopper marketing coupon flow?

No, it's actually rather simple and super cost-effective. Brands are already building the creative for the shelf-talker and end caps. so adding a QR code is one more element of something they're paying for anyway. The retailer still has to accept the coupon at checkout, so the brand sets it up with them like any other promotion.

The difference is where the shopper goes after seeing the offer and scanning: the brand's page, where they're asked for a name, phone number, and email to get the coupon. One that flows straight into the brand's CRM for marketing automations and retargeting, so the brand gets shopper data to own instead of just giving away a discount.

How does Digiphy replace the loyalty-app flow?

It depends on the offer:

• Digital Rebates: Our digital rebate flow works with any retailer, and we control the entire reimbursement process on your behalf. No expensive Inmar. No paper redemptions. Money back instantly via Venmo or Paypal and not tied to a single retailer.
• Discounts at checkout: Add the retailer's coupon barcode in our barcode builder. Shoppers save the coupon on the brand's page and scan it at the register. Here's an example of a page with Save Coupons from one of our marketing agency partners.

What does this look like in practice?

Native Pet ran a Digiphy rebate campaign for a new product launch in Target. It drove 2x sales velocity and put tens of thousands of new consumer profiles into their own CRM, which led to a nationwide expansion built on data the brand owns.

Frequently asked questions

Can a brand run digital coupons without the retailer's loyalty app? Yes. The retailer still has to accept the coupon at checkout, but it doesn't have to run through their loyalty app. The brand can send shoppers to its own page first where the shopper can get the coupon in exchange for sharing their customer info first. The brand would then get the data and integrate it directly from Digiphy into its own CRM.

Does the retailer have to approve a brand-owned coupon? Yes. The brand sets it up with the retailer the way it would any promotion, usually alongside in-store marketing assets - shelf-talkers, end-caps, digital signage - it's already creating. The brand would then work with Digiphy to build an opt-in form on a page that the consumer would reach upon scanning a QR code on a physical asset or clicking an offer on a digital offer. This is how they would get access to the coupon to then save so it's easily available to scan at checkout.

What shopper data can a brand collect? A name, phone number, email, address, basically any data the brand wants on a brand-owned digital page created in Digiphy's self-serve platform. The data captured would flow into the brand's CRM for marketing automations. You can add marketing pixels and tags to these pages as well for easy retargeting. For rebates, the shopper data also automatically enables a SMS sequence to remind the customer to upload the receipt to get reimbursed. Digiphy handles the full reimbursement process, so it works with any retailer. The customer gets paid instantly once the receipt has been reviewed by AI and a human for authenticity. Payout happens via Venmo or Paypal.

How do digital rebates work if they don't go through the retailer? The shopper buys the product, uploads the receipt, and gets reimbursed. Digiphy handles the full reimbursement process, so it works with an retailer. The customer doesn't need to manually postmark the receipt.

The bottom line

Today, brands absorb the cost of the shopper marketing and trade discount and the retailer gets the customer and all the shopper data.

With Digiphy, brands get the customer too.

‍Book a meeting to see how it works.

‍