MANUFACTURERS MAKE SHOPPER CONNECTIONS

Manufacturers Make Shopper Connectionsd Co., an affiliate of the H.J. Heinz Co., and Old Orchard Brands are among the manufacturers using an enhanced Customer Relationship Management solution from Valassis Relationship Marketing Systems.Both are participating in Shopper Connection, a cooperative mailer delivered to the retailers' best customers seven times a year and featuring coupons, product information

Manufacturers Make Shopper Connections

d Co., an affiliate of the H.J. Heinz Co., and Old Orchard Brands are among the manufacturers using an enhanced Customer Relationship Management solution from Valassis Relationship Marketing Systems.

Both are participating in Shopper Connection, a cooperative mailer delivered to the retailers' best customers seven times a year and featuring coupons, product information and retailer messages. With purchase history data from retailer card programs, VRMS uses its proprietary targeting methodology -- Household Navigator -- and personalizes offers to each consumer. After the consumer redeems an offer at the cash register by scanning a loyalty card, VRMS analyzes the promotion's performance and impact on consumer behavior for the retailer and the brand.

"As an organization we are continuously analyzing new media options and looking for innovative ways to drive our brand and build long-term brand equity," said Mike McDonald, vice president, sales and marketing, Old Orchard Brands, Sparta, Mich. "Our participation in programs like Shopper Connection provides us [with] a vehicle to reward our loyal customers and drive incremental unit sales while minimizing redemption costs."

Program improvements include a customer-friendly format with more personalization, optional paper coupons or electronically redeemed and cleared "clipless coupons," and more value-added content such as recipes, product tips and seasonal themes; VRMS' proprietary Household Navigator targeting methodology; and analytic package-measuring program results.