Imperial Sugar’s Online Coupons Gain Popularity

Quynh-Luu Ha, Imperial’s business development administrator.

Imperial Sugar Company (ISC) has typically distributed coupons in newspapers or shopping fliers to reach customers. Today, these free-standing inserts (FSIs) are complemented by the company’s increasingly popular e-coupons – and consumers are the better for it.

On-line coupons are another smart way to reach shoppers. “It’s about being in front of consumers digitally,” says Hyuna Lee, senior marketing manager for ISC. “Consumers who visit our website are loyal customers, and we want to ensure we provide all options for them to use and save on our products.”

Consumers have many options when they shop and if we can provide incentive to pick up a specific brand, it’s a win-win proposition for both the consumer and a company

Last November, ISC launched its e-coupon pilot program. Within 24 days, 20,000 coupons were downloaded by customers – mostly for granulated sugar. “It was very successful,” says Quynh-Luu Ha, Imperial’s business development administrator.

Over the last nine months, buyers of Imperial Sugar and Dixie Crystals products have downloaded more than 100,000 e-coupons from several websites: smartsource.com and coupons.com, as well as from imperialsugar.com and dixiecrystals.com.

E-coupons are in addition to the traditional free-standing inserts, which continue to play a big part in promoting ISC’s products – as seen by the FSIs used in its successful “Grandma” marketing campaign.

Lee is quick to point out that online and FSIs are part of a broader strategy that also includes display coupons and promotional coupons, such as those used for events like Lemonade Day.

Still, there’s no denying e-coupons are gaining ground fast with customers – and Imperial Sugar intends to capitalize on this bargain-shopping trend.
“The number-one reason that consumers visit manufacturers’ websites is for coupons,” says Lee. “It was a missed opportunity for us. Coupons have proven to be a key driver for visits to our sites.”

With the success of its pilot, the company has followed up with e-coupons for its Redi-Measure™ brown sugar pouches and Baker’s Supreme™ Premium Frosting Mixes.

Today, ISC continues to boost its on-line coupon numbers, with tens of thousands being offered at various times for Imperial Sugar and Dixie Crystals products.

Downloaded online or delivered through more traditional means, Ha says consumers get the same great products either way – along with this frugal and thoughtful idea: “We want customers to realize we also are trying to help them save in this economy.”