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Valpak expands into digital realm via iPhone application

October 13, 2009

valpakAs part of its ongoing strategy to be wherever the consumer wants it to be, direct mail giant Valpak has launched an iPhone application.

Users can access money-saving coupons using the free Valpak App from the App Store. The applications is meant to serve as just another way  for consumers to save and permits instant gratification as well as instant point of purchase redemption of Valpak coupons.

“We have 41 years of experience in print and we are in the process of expanding into the digital realm in an aggressive way,” said Jim Buckley, director of the new media business development team at Valpak. “Being on the iPhone is the first step in that process.

“The iPhone demographic is somewhat similar to the demographic we are trying to reach and it is meant to also help us expand a little bit to the south,” he said. “We have the opportunity to reach a whole news demographic they we may or may not have had access to in the past.”

Consumers depend on Valpak for great values and exciting offers from national and regional advertisers, as well as businesses right in their neighborhoods. From fast food to financial planning, supermarkets to superstores, entertainment to auto services, consumers get a broad range of values in every blue envelope.

Users of the Valpak application get access to more than 17,000 offers.

Application users can also search savings by categories of dining, auto, beauty, health, shops, leisure, home, professional and general.

Consumers can use the iPhone’s GPS capabilities to locate savings in their area and results are automatically sorted by distance.

By clicking on a coupon, users can use the iPhone’s mapping function to get directions. Users can also click-to-call for more information on particular offers.

Valpak also has a mobile site that launched in March.

Valpak put its coupons online and reformatted the site so that mobile users get an optimized version when visiting the site from their handsets.

Mobile customers can plug in their ZIP code and get coupons for local companies. Once they find coupons they want to redeem, they can save them right to their phones and show phone’s screen to a retailer to receive the discount (see story).

“Our mobile strategy now is the iPhone as the first native application and of course there is our mobile-optimized Web site,” Mr. Buckley said. “We have an Android application in the making, which we plan to launch before Thanksgiving and we also plan to launch an app for the Pre.

“I think the most important thing to us is that when consumers think of value and coupons they think of us,” he said. “We want to be everywhere that the consumer wants us to be.

“People forget coupons at home and in the car and so we decided the best way to address this is to place the coupon right in the palm of their hand.”


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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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