Alliance Marketing, Valassis Form In-store Marketing Partnership

Media and marketing services company Valassis and Alliance Marketing, the nation’s largest independent ad group, which with its affiliates represents more than 350 independent supermarkets in 15 states, have made public an arrangement to develop and execute in-store marketing and media programs. The partnership will take effect the second quarter of 2011

Augmenting Valassis’ in-store network by more than 200 independent retailers representing 70 retail banners, the arrangement will spotlight promotional pricing at the shelf, increase the effectiveness of brand messaging at the point of purchase, and simplify the way shoppers find information on products and their uses.

“I would expect that, in combination with Alliance Marketing's creative and analytical prowess, Valassis will be able to deliver an in-store experience previously unavailable to consumers in those respective markets," noted Michael Kowalczyk, VP of Livonia, Mich.-based Valassis and general manager of in-store marketing.

“Every week more than 3,500,000 people shop our stores, and we represent a great vehicle for the consumer packaged goods (CPG) companies to reach valued consumers,” added Joe Wolf, President of Goodlettsville, Tenn.-based Alliance Marketing, which also provides advertising services and software solutions for independent supermarkets across the United States. “Valassis brings the tools necessary to help us market on behalf of those CPG companies, but more important, improves the shopping and customer service experience our customers have come to expect daily in our stores.”

Valassis’ RedPlum media portfolio delivers value weekly to more than 100 million shoppers via a multimedia platform: in-home, in-store and in-motion. Through the company’s digital offerings, including redplum.com and save.com, consumers can find national and local deals.