Greenbrier's Wholesale Coupons

Discount, "two-for-one," "free-with-purchase," and other types of coupons are time-tested promotional tools, popular with both consumers and the retailers who issue them. They help reinforce brand loyalty among existing customers while at the same time attracting new ones. But who's ever heard of buyers redeeming wholesale coupons during a trade show or with a road rep?

At last June's Dallas show, Wichita, KS-based Greenbrier Basket Company introduced a booklet of ten coupons, each offering a different discount such as "free freight," "net 60," "buy six get one free," "10 percent off," and "free grab bag." Buyers can use one coupon per order, with minimal restrictions, such as no special orders.

Discounts themselves may not be unusual for a wholesaler like Greenbrier, but this packaging certainly is. The handsome, 3"x6" booklet contains ten perforated coupons that can easily be pulled out. Each coupon features a photograph of a Greenbrier product on one side and the details of the discount offer on the other.

"We did this coupon book entirely for mom-and-pop customers," said Cyndee Pollock, Greenbrier's owner and president. "We wanted to offer them not just one special, but ten that they could use until the end of the year. It helps them plan their OTB more effectively."

After the Dallas launch, Greenbrier followed up with a special mailing to promote its "Put More In Your Basket" coupons before the Atlanta summer show. The company also makes mention of the program in all its trade magazine advertising, and road reps are encouraged to use the booklet as a selling tool.

Pollock reports that Greenbrier's summer show orders showed a 30 percent increase in new customers, and that reps have been writing more multiple orders.

"Customers have told us not only how much they appreciate [the coupon book], but that this is what made them decide to place an order," said Pollock.

For more information, contact Greenbrier Basket Company at (888) 561-5833.