Digital innovation drives Unilever Deals portal

Transaction-enabled digital coupon service

Manager in a warehouse in China

Unilever South Africa partnered with Thumbtribe in 2013 to launch a transaction-enabled digital coupon service that delivers real-time rewards to consumers through point of sale integration into South Africa’s largest retailers.

After it’s first year of operation, the project won a Silver Pixel in the globally adjudicated IAB Bookmark awards.

The Unilever Deals site offers a simple, intuitive experience enabling consumers sign up from any internet-enabled device, select coupons from across the portfolio of Unilever Deals channels, add to basket and redeem in store.

Unilever Deals integration with social networks allows users to share deals with their friends on Facebook and Twitter. The adaptive solution renders perfectly across multiple device types, from a low-end feature phone to a desktop device.

The innovative solution would echo Unilever’s position as a market leader, and create cross-selling opportunities by helping to build an intimate knowledge of Unilever customers (rather than individual brand customers).

Unilever has established a sustainable, measurable, earned media ecosystem for its brands.

At the end of 2014, 150K users signed up for deals and 1.2M Coupons were issued with a12% Redemption rate.

“We see the mobile device as a catalyst for building interactive, profiled communities willing to ‘check-in’ each day for relevant local content, and then ‘check-out’ in store with great deals and rewards.”


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