Stacking Offers and Managing Complexity
Data privacy emerged as another critical topic. Maxey asked whether manufacturers gain access to transaction-level in- sights. Taylor explained that while they do receive timestamps and store location data, basket-level information isn’t shared: “The issuer of the coupon knows who the customer is, knows when and where they used it, and that it’s expired, and that’s the extent of the knowledge that the manufacturer gets.” This protects both retailer and consumer data while giving brands useful feedback.
On the technical side, Miller raised a layered question about stacking offers. If a retailer offers a local mix-and-match deal and a national coupon exists through PROSPR, can both be applied? The answer was yes, if the systems are configured properly, stacking is possible across loyalty platforms and PROSPR cou- pons. But Huff noted that this involves “two calls out to probably two different systems.” Bhat confirmed that dual calls are routine today, but a shift toward aggregator solutions is underway to streamline that.
“ As a small retailer without an IT department and limited resources, this stuff is all very scalable and seems like it’s easy. It should be something that we can implement and utilize. That keeps us going and keeps us growing in the business and allows
Adoption, Optimism, and Industry Potential
Adoption was another point of interest. Robertson asked how retailers and consumers actually get started. Taylor described a low-friction onboarding process involving QR codes at the shelf, mobile phone entry, and simple POS configuration. “CVS has already gotten 400,000 customers for you,” he added. Retailers, in turn, are issued a merchant ID and can go live with just a few test transactions. Chris Bambury , president of Bambury Inc., addressed some of the complexities involved in bringing such digital solutions to widespread adoption, noting the need to simplify the message for retailers and consumers alike. He also raised the ongoing debate within the c-store industry about how to drive consumers to loyalty platforms, even noting that some tech- savvy consumers still prefer physical circulars over digitally clipped coupons.
us to compete. Rob Razowsky , CEO, Rmarts LLC
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