Guylian launches B2B coupon campaign

Guylian, the manufacturer and distributor of Belgian Chocolates, is working with promotional solutions business Valassis to offer a coupon incentive to impulsive retailers.

In its first ever business to business promotional marketing campaign, Guylian is offering retailers GBP1 off their next purchase of a box of 24 Guylian Sea Shell Bars on redemption of a coupon at a participating cash and carry outlet.

Valassis has provided Guylian with 26,000 coupons that are being distributed as part of a direct marketing mail shot, to encourage the wider distribution of the Sea Shell Bar to convenience stores and independent retailers.

Chris Buckley, Sales Director for Guylian in the UK, explained: "It is a priority objective at Guylian to extend the reach of our products beyond the major supermarkets.

"Valassis has given us an ideal vehicle to connect with retailers to encourage the spontaneous purchase and trial of the Sea Shell Bar".

Valassis is providing Guylian with a complete services package from design through to implementation to ensure that every stage of the promotion delivers maximum efficiency and return on investment.

Buckley commented: "Valassis was recommended to us as a business with a leading reputation in the promotional solutions industry.

"We have worked with Valassis successfully in the past, but this was our first business to business promotional marketing campaign and we were particularly impressed with how knowledgeable and helpful they were.

"Valassis explained the entire process to us, providing us with fact sheets and frequently asked questions, and also provided us with a comprehensive database of our key target retailers".

Charles D'Oyly, managing director of Valassis, added: "At a time when the whole of the industry is feeling the effects of a weakening economy, it is encouraging to see continued use of coupons for targeting retailers as well as consumers.

"Even more encouragingly, our customers are drawing on our experience and tools to maximise the efficiency of their promotional marketing activity, from designing a suitable campaign and implementing it in the right places to analysing the data in a way that will deliver crucial insights for future campaign success".

D'Oyly concluded: "We are delighted to be supporting Guylian as they extend their marketing activity in this direction, to grow the business and develop its retailer base in the UK, and we look forward to continuing our relationship together".

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