• by Laurie Sullivan  @lauriesullivan, August 30, 2024

Groupon coupon codes for dining and entertainment discounts took many iterations as the model matured from paper printouts to digital. Clipp, a direct marketing company, has consolidated its offerings and magazines to rebrand Clipper Magazine powered by the online platform.

Ten magazines and one website created a confusing customer experience, said Mandy Febus, CMO for Valpak and Clipp, so all were consolidated and renamed under the rebranded website, Clipp.com.

My Blue Insights, a foundational data platform, helps the company understand audiences to help B2B advertisers target households based on specific advertising and marketing objectives.

Growing the Clipp brand includes expanding into digital wallets, Febus said. A QR code in the print publications directs consumers to Clipp.com offer page, so they can take advantage of the deal.

“We have enabled consumers to come to the site and purchase a deal, and then checkout and pay by adding the coupon to their mobile wallet,” Febus said. “It’s easy for the merchant to redeem the coupon when the consumer presents it in the store or restaurant.”

Consumers are looking for deals. Still, many expect to spend more this year on holiday gifts compared with last. Emarketer reported that inflation was cited as the top reason among the 36% of consumers who expect to spend more this year on holiday gifts.

Emarketer’s forecast also indicates that the fastest-growing categories for holiday retail and ecommerce will become food and beverage, health and personal care, and apparel, footwear and accessories.

Prices in these categories are largely flat or declining, so the increases in these categories can be attributed more to unit sales.

While Clipp’s executives call the company a publisher, its focus is on technology to provide businesses and advertisers the ability to connect and provide consumers targeted local offers.

About 40,000 businesses advertise with Clipp. Some 80% of readers use coupons at least once a month, and the company estimates there are 20,000 monthly adds to Apple Wallet and Google Wallet, with 92% of recipients setting aside between one and five Clipp offers to use or share.

Advertisers are changing their messages and looking for different ways to improve performance. Television, radio and digital ad costs have risen this year as consumers look for more value for the money they spend on items.

The Clipp business included a response-driven direct-mail magazine and Clipp.com, a digital destination that rewards subscribers with local offers and connects businesses with their ideal audiences.

It also includes Prestigious Living, a lifestyle magazine, which targets homeowners looking fo reputable local service providers, home decor ideas, and high-quality products.