Helping retailers and manufacturers navigate the digital promotion landscape so they can better engage shoppers with more relevant offers is something Inmar has focused effort on for years. This initiative to facilitate adoption of paperless, digital coupons took a major step forward last week with finalization of a new strategic relationship between Inmar and NCR.
This new relationship — bringing together two market leaders and combining best-in-class solutions, will enable retailers using NCR marketing software and point-of-sale systems to instantly implement scalable digital promotions and seamlessly integrate them into their marketing efforts. This cloud-to-cloud connectivity between Inmar and NCR is facilitating direct deployment by retailers who will be able to immediately "turn on" digital promotions — in the vast majority of cases — without involved professional services activity or large IT capital expenditure. (You can click here to read the full press release.)
It was my privilege to take the stage Sunday evening at NCR Synergy conference in Atlanta and share the news with the thousands of retail execs in attendance that Inmar and NCR are working together to give retailers increased control over their digital promotions and help them capitalize on the growing demand for digitally delivered offers. The activity I observed at the Inmar booth following the announcement is just further indication that retailers are eager to learn more about deploying digital coupons and how these offers can be used to drive incremental sales. (For an NCR perspective on digital coupon and retailing, click here.)
The benefits resulting from this new relationship, and the availability of this joint Inmar/NCR offering, will be felt throughout the marketplace.
First, it's going to bring a significant number of retailers — operating thousands of individual retail locations — into the digital promotion ecosystem. These retail chains are now going to be equipped with cloud-based technology that will measurably expand their marketing capabilities while enhancing consumer engagement and improving loyalty programming. They should look for greater foot traffic and increased sales.
With more retailers able to provide shoppers with digital promotions, brands, in turn, will have more and greater opportunities to build awareness, grow share and promote products. They will be able to, with increased efficiency, support and leverage the omni-channel shopping experience for a better bottom line.
And shoppers will have what they want — more digital coupons, for the products they buy, delivered to them via their preferred touch points. They will reward this convenience and personalized engagement with their loyalty — to both manufacturer and retailer.
The Inmar/NCR relationship . . . I call it a "win-win-win."