NCH Marketing Puts Third Party Promos Online

17 September 2002

NCH Marketing, the Dun & Bradstreet-owned coupon clearing house, this week launched – a website that allows consumers to choose which money-off coupons they want from a range of around fifty offers – many from household names such as McVities, Garnier and Bendicks.

The initiative – the first such venture in the UK or US to the best of WAMN’s knowledge – will operate as a standalone unit of NCH and is also the pilot for a possible stateside launch by the company’s Illinois-headquartered parent.

In some respects it is a 21st century cyber version of coupon ‘magazines’ such as Shopping, delivered to 13 million UK homes in the 60s and 70s.

In addition to offering accurate targeting (the Wishvalue coupons are self-selected by surfers who want them), they are generated at NCH’s security printing facility and sent via Royal Mail to ensure that only one coupon per brand per household is received – eliminating such common security black holes as self-printing by consumers.

Says NCH marketing director Andrew Gibb: “Wishvalue has been in development for over a year, and within a fraction of that time is set to become a household name.”

And to ensure this isn’t just Wishvalue thinking, NCH has budgeted £3.5 million ($5.4m; €5.56m) for promoting the site to consumers over the next three years via radio, print and online media.

The coupons are redeemable by most major UK retailers and a significant amount of viral activity is anticipated.

Data sourced from: BrandRepublic (UK); additional content by WARC staff