Tate and Lyle works with Couponstar

Tate and Lyle, the manufacturer of food and industrial ingredients, has partnered with Couponstar to drive awareness of its product range through the use of consumer-printable coupons.

The coupons, entitling consumers to in-store discounts across selected Tate and Lyle products, are available to new customers via Couponstar's CouponNET network - a 'white label' platform for distributing coupons and vouchers via leading websites such as GMTV, Bounty.com and Lycos.

Following the development of its new website, Tate and Lyle realised it needed to focus its attention on marketing to the online community and keeping abreast of technological advances in order to maintain its leading position and its reputation for customer excellence.

Marion Veisseire, Brand Manager, Tate and Lyle, explained: "We are always looking for new ways to interact with our customers and exceed their expectations; with this in mind we redesigned our website and developed a vibrant and dynamic online community with the added incentive of consumer-printable coupons to drive brand awareness and customer loyalty".

Couponstar's unique technology provides a total solution from the creation of a campaign through to customer service follow-up as necessary, enabling companies to engage with their customers on their terms where they expect them to be and iteratively tailor the campaigns to reflect customer feedback.

Veisseire continued: "We chose to work with Couponstar due to their prestigious reputation in this space.

"After the debacle of the Threshers voucher last Christmas organisations within the FMCG arena cannot afford to get their money-off coupon offers wrong.

"By working with the established market leader in the consumer-printable coupon we feel we are offering the very best and highest secured service to our consumers.

"To-date our expectations have been met at every stage and we have already seen excellent redemption rates".

Following the success of the current campaign on CouponNET, Tate and Lyle plans to extend the role of consumer-printable coupons in its future campaigns to maintain its position as an innovator in the integrated digital field and maximise the savings for its customers.

As Veisseire concluded: "We have a very positive, proactive relationship with Couponstar and feel that the opportunity they provide to engage with our customers can only continue to grow as consumer-printable coupons become more mainstream".

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