ST. PETERSBURG, Fla., Aug. 23, 2018 — Valpak, a leader in direct marketing, has decided to combine its national sales and consumer promotion teams under one unified brand, SKUlocal — a Valpak division that has successfully integrated targeted direct mail, digital offers and custom social content into omnichannel solutions. Since SKUlocal’s inception, the company has delivered strong results for CPG, consumer healthcare and grocery retail brands and is now applying these proven techniques in other verticals.
“This move will allow us to better leverage the collective intelligence of our two teams and put us in a position to respond quickly to our clients’ needs,” said Valpak CEO & President Mike Davis.
Davis said SKUlocal has built its business as a leader in precision activation — by understanding how to activate shoppers through all stages of their journey — from consideration to purchase, and from re-purchase to loyalty, regardless of which marketing channel is preferred. He said SKUlocal is also able to leverage Valpak’s smart targeting technologies to offer household level versioning, unique imprinting and address matchback.
“Today’s marketers must develop an integrated strategy that’s able to pivot with the shifts and disruptions in the marketplace, and we can help them do that,” said SKUlocal Senior Vice President Jay Loeffler, who will lead the combined national sales teams. “Marketers need to understand where shoppers are purchasing various product categories and why those channels are chosen.”
With traditional brick and mortar locations declining and online retail sales rising quickly, marketers are looking at new ways to drive traffic – both online and in-store. Newspaper circulation is down 30% over the past three years.
During that same period, SKUlocal has placed significant content in Valpak envelopes of the most desirable consumer categories, which has helped to drive enhanced open rates and increased sales for advertisers.
On average, Loeffler said, SKUlocal clients achieve a 182% average return on ad spend when all marketing elements, including social, are combined. SKUlocal’s national clients will have access to a network of 1,000 social influencers to boost brand awareness and drive sales conversions.
“We believe that our effective omnichannel solutions can benefit all Valpak national advertisers and provide opportunities for enhanced partnerships and increased performance,” said Loeffler.
SKUlocal’s client list includes Procter & Gamble, Kraft, Unilever, Kellogg’s, Sam’s Club, Blue Bunny, Mars, Bayer, Shutterfly, Overstock.com, Total Wine and HEB grocery stores.
A leader in precision activation, SKUlocal offers targeted omnichannel solutions to identify and activate specific shopper segments. The company provides marketers with strategic insights into how shoppers think while consulting on which tactics are optimal for driving desired behaviors. SKUlocal’s combination of targeted direct mail, customized social integration and geo-specific digital activations — coupled with powerful, precise targeting and consumer insights — delivers measurable results for our valued partners in the consumer packaged goods (CPG), over-the-counter (OTC) and retail grocery marketplace. Based in St. Petersburg, FL, SKUlocal is owned by Platinum Equity, a global investment firm based in Los Angeles.