the new Sticky Specials by Woolworths

Woolworths' new Sticky Specials 

firstly, let's start off with this....

The following ads give you an idea what is Woolworths'sSticky Specials.

Woolworths has introduced Sticky Specials, a new ‘price-saving’ marketing strategy that come in a catalogue and works like coupons but in the form of stickers.  Consumers can ‘PEAL, STICK and SAVE’ on selected products at all Woolworths stores from 12-15 Sept 2012 (YES! Only for this period of time).  

On the 12 September 2012, 7.7 million of Sticky Specials sticker sheets were bundled with each weekly Woolworths catalogues, both were delivered to household across Australia.

Woolworth claimed they are paying for this multi-million market give-aways, promising money off hundreds of big brand items to their consumers. This discount would be on top of the existing Woolworth everyday reward and regular weekly special, creating another alternative for customers to shop.

Consumers are allowed to decide what is on special and when to use (as long as within the promotional period). Here, they are feeling superior and excited as they have the power and control over the product prices they are after rather than the discounts are guided and fixed by the grocery stores.

The PROs 

These concepts are innovative and interesting in Australian market in which can create customer engagement and a great potential to encourage consumers to buy items that they won't ordinary buy (eg. Blackmore health products ) they are definitely another new spin on the traditional coupon techniques. It only requires three simple and easy steps:

The CONS L

However, it does not seem incredible and impressive to me.

1) how much exactly can consumers save when they use this? 

2) it requires additional effort and time just to save approximately a dollar or two? 

3) the-first-time-using-sticky-special consumers want to explore this new for a different shopping experience and adventure, but they are not long lasting. Consumers use this Sticky Special for the first time, because everyone (majority) loves to trying new things; but does it worth the effort for the second time? (children would but definitely not for busy working adults).

4) their main target audience are housewife who loves reading catalogue to compare products’ prices.  Those who is not given a catalogue or not aware of the Sticky Special special attachment in the catalogue are not involved in this

Comparing this (Woolworths' new Sticky Specials) to Coles my5, which do you prefer?

ending with... (have you been in such situation?)

(this passage is inspired by  Campaign Brief and Mumbrella, you can check out for more details at MSN page)

Update1:

The stickers have also been designed to be used for its online stores. These can be redeemed via the coupon codes that can be entered at checkout Customers are asked to stick their stickers from the Woolies catalogue on selected products from today until 19 September to save the amount shown on the stickers - even on existing specials.

taken from Retail Biz

 Update2:

The official YouTube video of  'Woolworths Sticky Specials Instructional video' is no longer available on YouTube after the promotion period of  Sticky Specials. YouTube stated as 'this video is unlisted. only those with the link can see it'. I personally think it was because this 'sticky' promotion is over thus the official Woolworth Australia disable public from viewing them unless you have other source, which can now only be found at the bottom page of Mumbrella