Up to 86% of shoppers research products online before they visit a store, according to A.T. Kearney. Retailers are striving to capture the attention of these omnichannel shoppers by better bridging the gap between their digital and physical brand experiences.
Adagio Teas, a purveyor of gourmet teas and relevant accessories, is embracing Omnyverse, an affiliate network from Linkable Networks built exclusively for card-linked offers. Built on top of Linkable Networks technology, Omnyverse is designed to help retailers engage shoppers with digital SKU-level and storewide promotions. Shoppers can redeem these deals automatically and without the need for paper, printing or promo codes.
Although primarily an online retailer, Adagio Teas has three standalone stores in the Chicago area. Customers that visit these locations and shop online are typically about 26 years old and seek a superior cup of coffee or tea, according to Michael Cramer, CEO of Adagio Teas.
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And even though they are extremely tech savvy and in tune with quality, Adagio Teas’ target customers also are frugal. “However, some would feel embarrassed if they presented a coupon, especially in-store,” Cramer said in an interview with Retail TouchPoints. “So we loved the idea of taking away the physical aspect of coupons. With card-linked offers, Adagio Teas achieves this and still allows customers to save money without the ‘stigma’ of using a paper coupon.”
Each month, the Omnyverse network reaches more than 50 million consumers across more than 30 publishers, such as Slickdeals, Shopathome and Savings.com. To find card-linked offers from Adagio Teas, consumers can visit a deal site, the retailer’s site, use their smartphones or even tap in-store signage. Once registered, consumers can link offers to their preferred credit or debit card and redeem savings automatically at the point of purchase.
“It’s very attractive to not have to remember anything — from a print at home coupon or a promotion code — to achieve a savings experience,” Cramer explained. “Our customers are looking to make everyday purchases as seamless as possible with instant gratification. They don’t care about the technology behind the experience, but more about how easy each experience is for them.”
Adagio Teas has an affiliate program that is more than a decade old, and the retailer recently started rolling out card-linked offers to bring its marketing strategy to the next level. Partnering with Linkable Networks empowers Adagio Teas to combine both components, extending card-linked discounts directly to customers and through affiliate partners.
“It’s quick, easy and straightforward,” Cramer said. “Implementing Omnyverse took just a few hours on our end, and only a few days on the part of Linkable to develop the creative and offers. Overall, it’s helping us drive incremental sales online, and we expect and look forward to seeing measurable action in-store very soon.”
Linkable Networks also offers performance-based pricing, which helps Adagio Teas incorporate Omnyverse into its marketing mix very seamlessly. “The cost-to-sales ratio is very advantageous, so we can’t envision the program not continuing for the foreseeable future,” Cramer noted. To that end, Adagio Teas will measure the impact of the Omnyverse card-linked offers by tracking incremental sales. “The Omnyverse formula is right for advertisers and has a significant value proposition for consumers. As Omnyverse grows and looks to gain more exposure with both publishers and consumers, we expect to continue to benefit from its success.”
