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
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