In-Lane Program Gives Brands and Retailers
Incremental Reach to Non-Digital Shoppers
By Jack Grant
A new solution that brings proprietary targeted promotions to offline receipts printed at checkout has been announced by Quotient Technology, a digital promotions, media and analytics company.
The In-Lane Targeted Digital Promotions solution aims to reach millions of shoppers not yet engaged on digital. It was integrated first at nearly all Albertsons Companies stores in the United States and is now available to other retailers nationwide.
In-Lane enables brands to reach shoppers in-store and real-time at check-out. It is designed to allow CPG brands and retailers to unify shopper experiences across touch points and simplify their targeted campaign planning with a single source provider.
This announcement marks a new era for in-store promotion, according to James Tenser, an analyst and consultant to the retail and consumer products industry. “Quotient’s approach with In-Lane appears to be designed to provide a more contemporary experience to shoppers who have grown comfortable with digital and mobile shopping. It is also highly data-driven, which may enable more advanced personalization and analytics. Albertsons has a sophisticated loyalty program, and it will be interesting to observe how the In-Lane tools are incorporated,” said Tenser, president of VSN Strategies.
Offers, promotions and messages are conveniently delivered on customers’ shopping receipts based on the same shopper purchase data and behaviors that Quotient uses to deliver its proprietary digital paperless coupons. With In-Lane, brands have an opportunity to drive more conversion and redemption through new exposure and reinforcement to more shoppers. The solution significantly amplifies Quotient’s targeted offer reach to more than 60 million shoppers and creates an additional integrated touchpoint for retailer promotional delivery.
In-Lane brings a new channel of distribution to Quotient’s Promotions Cloud, increasing sales while providing shoppers a choice to use coupons in whatever format they choose. As CPGs and retailers continue to expand their targeted digital marketing strategies, Quotient’s In-Lane solution provides national brand and shopper marketers the opportunity to deliver more targeted offers at scale.
“Our new In-Lane solution delivers a highly effective approach that drives sales for CPG brands and retailers providing strategic value like our targeted digital coupons solution,” said Steven Boal, CEO and Chairman of the Board, Quotient. “We’re launching this solution first with our long-time partner Albertsons Companies and giving CPG brands incremental reach to ‘non-digital’ shoppers.”
Quotient is the exclusive provider of In-Lane at Albertsons Companies’ 20+ banners across 34 states and the District of Columbia. “We continue to innovate around the customer experience with personalized omni-channel marketing that drives value for our customers and long-term loyalty,” said Sean Barrett, Senior Vice President, Marketing and Loyalty, Albertsons Companies. “With Quotient’s new In-Lane solution, our partners can now deliver personalized and targeted offer campaigns to all of our shoppers seamlessly across physical and digital environments.”
Through its In-Lane solution, Quotient can now reach shoppers not yet engaged with digital coupon programs to provide them with a seamless experience by delivering offers at the bottom of their in-store receipt versus a separate printed paper coupon. The product enables incremental sales and loyalty for brands while providing shoppers with more choices to use coupons across print and digital.
“Experience with digital promotions has altered shopper expectations, so that many prefer to bypass paper and have deals loaded directly to their loyalty cards or card-less apps. We also see more personalized and bounce-back offers appended directly on the register receipt and loaded to the card. CVS is a noted example,” noted Tenser of VSN Strategies.