When consumers present their loyalty cards in the stores, the NCR program confirms the items they picked from home for the coupons. It automatically transmits this data to the store cash registers, applies the discounts, then transmits the coupon information to the source — the product vendors offering the coupons. The platform supports percentage discounts, cash discounts and buy-one-get-one-free gimmicks.
Finally, it lets retailers build incentive offers based on such factors as basket size, item mix and loss leaders. They then can transmit promotional messages through email, their own websites and even at point-of-sale displays, all coordinated through this order management system. Results, of course, can be tracked instantly.
And like the Escalate offering, the NCR technology is designed to make in-store shopping that much easier for consumers, to not only encourage them to come into stores, but to keep them there and not let them out without making purchases. ROI
The former editor-in-chief of All About ROI and Catalog Success magazines, Paul Miller is vice president and deputy director of the American Catalog Mailers Association (pmiller@ catalogmailers.org).
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