UPS is making special deliveries this week to residents in five test markets
around the U.S. The packages contain discount coupons
and samples from a wide variety of retailers and consumer goods marketers including
Bed Bath & Beyond, Johnson & Johnson, Sephora, Williams Sonoma,
Zappos and others.
The UPS Direct to Door program will begin its test to consumers in zip codes in Chicago, Dallas-Ft. Worth, Miami, Phoenix and Washington, D.C. Each package delivered to consumers contains roughly 12 offers and samples.
"As marketing channels evolve and consumer choices increase, we need new touch points to connect with customers," said Pat Connolly, executive vice president and chief marketing officer at Williams Sonoma, in a press release. "With a UPS Direct to Door delivery, we're reaching an active consumer, an important factor for increased response rates."
"Retail marketers are looking for ways to make their messages stand out," said Casey Chroust, executive vice president of retail operations, Retail Industry Leaders Association. "UPS Direct to Door serves as a very unique and targeted marketing approach because messages are personally delivered to the door, which makes the delivery special."
Discussion Questions: What does the UPS Direct to Door program offer retailers and brands that other direct marketing vehicles do not? Do you expect to see higher redemption rates with this program than with competitive models?