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Snickelways Develops Coupon Program for Rand McNally Store

Snickelways Interactive developed a couponing program for Rand McNally's online store.

"Snickelways built our online e-commerce store (in 1997) and they continue to provide us solid solutions like coupons to help us drive people to it," said Jim Ferguson, Rand McNally's Web project manager. "They really understand digital salesmanship. In one particular week we saw a 20 percent increase in sales and a significant amount of new traffic. We expect to see even greater results in the future."

The custom couponing program allows Rand McNally to generate and manage online, print and e-mail based promotions from a single interface.

In the print scenario, the "coupon manager" creates the promotion, and selects the number and type of coupons to be made. Each coupon is assigned a unique number so that Rand McNally can easily track the source of the coupon, and a text file is generated and sent to the promotions house which will print and deliver the coupons.

Coupons can also be delivered to customers in the form of electronic mail messages. The e-mail message contains a hyperlink that takes the customer directly to the online order form where the coupon number is automatically filled in.

Online coupons appear on the Web as hyperlinked banners or buttons. All coupons, whether print or online, are designed to direct consumers back to the Web store, where they can be redeemed.

"Rand McNally can now create new coupon promotions, view active programs, get reports on program status and track all couponing activity from one, user- friendly interface," said Paul Cimino, CEO of Snickelways Interactive.

Founded in 1856, Rand McNally is the world's largest commercial map and atlas maker.