UPS Delivers Coupons Direct to Consumers’ Doors
UPS is making special deliveries this week to residents in five test markets
around the U.S. The packages contain discount coupons
and samples from a wide variety of retailers and consumer goods marketers including
Bed Bath & Beyond, Johnson & Johnson, Sephora, Williams Sonoma,
Zappos and others.
The UPS Direct to Door program will begin its test to consumers in zip codes
in Chicago, Dallas-Ft. Worth, Miami, Phoenix and Washington, D.C. Each package
delivered to consumers contains roughly 12 offers and samples.
marketing channels evolve and consumer choices increase, we need new touch
points to connect with customers,” said Pat Connolly, executive vice president
and chief marketing officer at Williams Sonoma, in a press release. “With
a UPS Direct to Door delivery, we’re reaching an active consumer, an important
factor for increased response rates.”
marketers are looking for ways to make their messages stand out,” said Casey
Chroust, executive vice president of retail operations, Retail Industry Leaders
Association. “UPS Direct to Door serves as a very unique and targeted marketing
approach because messages are personally delivered to the door, which makes
the delivery special.”
Questions: What does the UPS Direct to Door program offer retailers and
brands that other direct marketing vehicles do not? Do you expect to see
higher redemption rates with this program than with competitive models?