The growth of voucher schemes such as Tesco's Clubcard and Sainsburys Nector Card have led to promotional marketing occupying a key position in retail, and not just amongst budget shoppers. The coupons and vouchers industry is worth around £36 billion and is growing fast, according to the Institute of Promotional Marketing. In particular, the Fast Moving Consumer Goods (FMCG) sector, dominated by the supermarkets, is experiencing a boom. According to a recent survey by Valassis, 61% of people regularly use coupons, up from 51% in June 2010. Furthermore, 37% of consumers are actively looking for promotional deals, up from 28% the previous year. Although coupons and vouchers have traditionally been perceived as the reserve of the lower social groups, the research indicates that shoppers from the top two social groups use them just as much as others, with 61% of consumers reporting use.
BD Recruitment are currently offering a digital accounts director role at the top end of the promotional marketing industry, specialising mainly in the FMCG sector, with a salary up to £60k + benefits. Research earlier this month indicated that consumers are increasingly looking for online offers, vouchers and coupons, and are particularly keen to see their 'liked' and 'followed' brands offer them deals through Facebook and Twitter. This tendency can be seen through top-line digital reshuffles in the major supermarkets. Tesco recently poached direct marketing agency EHS 4D chief executive Matt Atkinson in order to bolster its social media and digital operations worldwide, whilst Sainsburys poached Ocado's head of retail John Rudoe to ramp up its digital and multi channel business.
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