/* Style Definitions */
table.MsoNormalTable
{mso-style-name:”Table Normal”;
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:””;
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:”Calibri”,”sans-serif”;
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}

Rebates: Invigorate 2013 Marketing Efforts With Promotions That Move The Needle

By Theresa Wabler, Director of Marketing, Parago

We are in the midst of an interesting and exciting time for marketers. We are all settling into the reality that frugality is here to stay, and shoppers are going to continue their thrifty consumption habits for the foreseeable future. What’s so exciting about this is that it is challenging marketers to think outside the box and come up with a toolbox of tactics that will attract the penny-pinching consumer. As marketers consider their options, one tried and true promotional tactic should be included to yield definite results: rebates.

The value of rebate programs is at an all-time high thanks to consumer shopping behavior. Sensitivity to price continues to endure, and shoppers are willing to hunt for bargains more than ever. Consumers still comb through circulars and price compare on shelf, but now ‘showrooming’ and digital price comparison has made product-level price competition even more contentious.

The good news for marketers is that while price perception is king, consumers are indifferent to how that price point is achieved – whether through rebate, coupon, club or sale. However, since consumers understand that rebates offer deeper discounts than other sales, there is a strong interest in the promotions, and shoppers are actively looking for rebates before and during the shopping experience. In fact, a 2012 survey of more than 1,000 consumers showed that 80 percent of shoppers actively look for rebates.

When you are utilizing rebates, take into consideration the following:

    Leverage rebates to drive lowest price perception while achieving additional marketing benefits that coupons and instant discounts can’t touch. Rebates provide high-value customer information during the redemption process, and with the right rebate reward, drive customers back to buy more, creating ongoing engagement.

      Communicate the ease-of-redemption to consumers. Thanks to new technology, rebates are simple to redeem today. In many instances, they involve an easy click of a mouse and a few fields of information, with rewards being delivered in as little as two weeks.

   Tout choice. Consumers now have a choice of payout method, including paper check, branded prepaid card, gift cards and even PayPal.

For decades, rebates have proven to be effective consumer promotions that drive sell-through of specific products while providing savings to price-conscious. But their enduring value has continued to increase among shifting shopper trends. Now, marketers can feel confident incorporating rebates into their overall strategies since they have evolved from a simple “sales lift” tool to a tactic that will generate long-term consumer loyalty and brand affiliation.

Theresa Wabler is the Director of Marketing at Parago, a global source for incentive and engagement programs that motivate consumers, sales channels and employees. Prior to joining Parago, Theresa had a number of strategic marketing roles with incentive and payments companies, including Citi Prepaid.