With back-to-school shopping in full swing, Frito-Lay is offering up to $50 worth of coupons for school supplies and Frito-Lay products inside specially-marked Frito-Lay multipacks, in stores now.
Inmar, a company that measures coupon redemption, reports that for the third straight quarter, coupon usage has increased. “In the first half of 2009, we saw a 23% increase in consumer response to coupons and a 20% increase in the number of coupons made available." And a recent survey by Parenting Magazine found that 75 percent of moms are planning to use coupons for their back-to-school shopping.
So, Frito-Lay is responding to the demand for value by offering coupon booklets for school supplies and Frito-Lay snacks. The booklets are packaged inside the multipacks of Frito-Lay snacks you can find on the Frito-Lay school bus displays at your local retailer.
"Shopper feedback about the new school bus displays and the $50 coupon booklets has been terrific so far," George Stroh, Director of Frito-Lay Sales Planning and Execution, told me.
George and his team have taken the school bus design and in-store point-of-sale material to a new level of creativity this year. When I worked on in-store merchandising, we would simply design point-of-sale materials for what we thought would appeal to moms, who typically do most of the back-to-school shopping. But, we never actually asked anyone, so our success was pretty much hit or miss.
Today, it's much more scientific. George’s team operates a dedicated test facility, which is designed to look like a supermarket. They invite real shoppers to visit the test store, gauge their reactions to different designs for point-of-sale materials, and then finalize designs based upon the direct feedback.
"Every year we create a school bus display for back-to-school shopping," George told me. "But this year, with the valuable consumer feedback we gathered, we were able to design one that really appeals to mom -- and increase the likelihood that she stops at the display and sees our great coupon offer."
The $50 coupon booklets will only be available for a limited time. So, I recommend stopping by the Frito-Lay school bus display at store near you sooner rather than later!
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