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Free beer! Is Threshers at it again?

Posted in Advertising, Marketing, Direct Marketing, Mel Varley, Latest reporters' blogs August 13th, 2007 by Melinda Varley

Last week, Thresher’s kicked off a £2 million review of its advertising account shortly before sending around yet another voucher for its stores. Is the retailer looking for a change in its marketing strategy?

Last week’s circulating ‘Free 4 pack of Foster’s Twist’ voucher would suggest that the retailer is enlisting old tactics to get ahead of its supermarket rivals, however this voucher comes with its own printed twist.

The retailers last two vouchers involved customers filling out their details in order to receive 40 per cent off wine. However, the new Foster’s voucher has a barcode suggesting it was sent out only to people who had claimed their 40 per cent vouchers and gave away their personal details.

The 40 per cent voucher has led to some marketers wondering whether the voucher campaign was a stroke of genius or a marketing trick which spiralled out of control.

It also received criticism that if it used printable voucher technology, it would have allowed Thresher’s to control its promotional exposure by limiting the number of vouchers printed by each individual as well as in total across all their online media. It seems like the retailer listened this time around.

The off-licence sector has become increasingly competitive in recent years, as the giant supermarket groups continue to boost their offering. Threshers is more than keen to get back hold of market share from the supermarkets who currently have around 66 per cent of the market.

Is Threshers ’40 per cent off voucher’ rewarding customers who redeemed it or is the retailer still desperate for business?