OXFORD, UK: Eleven major marketers – among them Unilever, Nestle Purina, PepsiCo, News International and Danone Waters – are to participate in trials of a new behaviourally-targeted instore couponing project.

The brainchild of Florida-headquartered behavior-based marketing specialist Catalina Marketing, the instant full-colour coupon-printing system is triggered at the checkout.

The coupons received by each shopper (if any) are determined by the contents of their shopping trolley – refined by any additional data held on customers' Nectar loyalty card.

The concept, which is already well developed in the USA, is not new and has been previously trialled in the UK, albeit on a restricted basis and in monochrome only. 
Now a mainstream UK pilot is scheduled for May via selected Sainsbury's supermarkets - the UK's second largest chain. The use of colour is perceived as a big step forward.

Enthuses PepsiCo shopper marketing controller Aidan Kingerlee: "It's great for us to be involved in the first trial of this new technology.

"The combination of behaviour-based, in-store targeting and full colour imagery is an exciting offering for brands as well as retailers. We look forward to seeing the return of investment it generates."

Catalina also tried to tout its new scheme to upscale supermarketeer Waitrose. The offer was declined as unfitting to the Waitrose ethos.

Or as Mrs Gaskell put it: "Money-spending is always vulgar and ostentatious."

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