What better time than Independent Booksellers Week to post this response from Cafédirect’s Claire Dilliway to my earlier piece, 50p off for you and your friends? My apologies to Claire for not posting this sooner: she sent this reply back in May.
Thank you very much for your email and the points that you have raised. I would be happy to discuss this with you in more detail if you wish?
Are you able to accept the coupon in your stores? Either scanned or keyed in and collected, before sending to Valassis?
From my point of view there was no “focus” intended on the supermarkets. It is purely semantics referring to the redemption of coupons – and that some independent retailers are unable to redeem coupons – so we wanted to be clear with consumers where they can 100% definitely redeem, and where they should check beforehand.
This is the first time we’ve done this so is a trial mechanic for us. But hopefully the first of many offers, and digital ones, with the aim of being more targeted in the future – and of course, ensuring that as manystockists and retailers as possible can benefit from the volume drive.
The aim was clarity for the consumer, not preference of the supermarkets – I assure you. I can look to changing the wording on the terms of usage to reflect that more clearly.
Look forward to hearing back,
Consumer Activation Manager