RetailMeNot gets into print

RetailMeNot is expanding into print coupons. (Valassis)

RetailMeNot and Valassis' RedPlum, both subsidiaries of Harland Clarke Holdings, announced a rebranding to create a direct-mail and free-standing insert coupon book. The content found in the new RetailMeNot Everyday will include deals on CPGs, groceries, restaurants and other local businesses. 

The print selection will complement RetailMeNot's already strong digital coupons and discounts, giving existing RedPlum customers the ability to extend promotions across platforms. 

“This opportunity is in collaboration with our sister company, Valassis, and provides consumers with a single savings destination. We are owned by the same parent company, Harland Clarke Holdings, and this relationship has given us a powerful opportunity to bring a multitude of savings together under one brand umbrella,” said Marissa Tarleton, chief marketing officer and retail expert at RetailMeNot. "RetailMeNot is already embraced by millions—especially deal-seeking families and millennials—as a savings destination that can help them find great deals at the retail stores they love. Now, our brand will be front and center as customers plan their weekly meals, make their shopping lists and figure out what’s needed to run their households. We get to be an essential part of their everyday lives, helping them save money without cutting corners."

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Currently, RetailMeNot has an audience of 53 million monthly website visits and 23 million monthly mobile unique visitors. Retailers will benefit from now reaching 78 million households a week; targeted and hyperlocal content; integrated multichannel options; and the ability to target consumers throughout the shopping journey. The rebranding under one umbrella creates a more robust experience for people looking to save.

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"This also moves us closer to our goal of becoming the ultimate savings destination for consumers," Tarleton said.       

RetailMeNot will now be able to cater to the way the consumer shops today, which is often driven by category or need, and not just channel. Tarleton called it "an exciting next step in becoming the savings destination we’ve long aimed to be."

"This collaboration is a reflection of the convergence of digital and physical happening in the industry more broadly, both in advertising media and in retail," she added. "The retail environment will continue to see a blurring of offline and online content from the brands we know and love—online pure-plays are continuing to open brick-and-mortar locations, while big-box and department stores continue to invest in e-commerce. Consumers, too, approach their shopping journey in a channel-agnostic way, and by straddling online retail and in-store CPG content, RetailMeNot will keep in step with these major retail landscape shifts."