“Dry peel labels” is a curious term to those outside the product label industry. They’re labels with a thin layer of non-tacky, temporary adhesive that keeps them in place but lets you remove them with ease. They’re usually flexible for easy removal, and you often see them as coupon labels. In fact, the terms “dry peel label” and “coupon label” are used synonymously.
If you’ve ever seen a product on a store shelf, thought about buying it, and then noticed a peel away label that sealed the deal, you’ve likely encountered dry peel labeling — a technology helpful for businesses looking to capitalize on discounted seasonal product offerings.
A Strategy for Seasonal Coupons
Seasonal coupons are like seasonal products: For the best result, you need to offer them at the right time. However, seasonal marketing research has taught us that there’s often more than one right time to use dry peel labels to sell seasonally; there are actually at least three good times to use them.
Let’s say you’re a distillery selling a 32 ounce bottle of fine winter edition bourbon. The drink costs $58.25 — a bit pricy for the “beer pocketbook”, but you have room to lower the price with coupons, capturing sales from consumers who like to mix the business of coupon counting with the pleasure of whisky sipping. Below are three strategic times you could deploy dry peel labels.
- Shortly After the Season Begins
High-interest customers will pay full price when your product hits the shelf; others will be interested but pass, wondering if the price reflects something unique among bourbons; and others will take one look at the price, and go for a bargain brand instead.
After you’re most passionate customers have made their purchase, sales drop — partly because people consume fine bourbon slowly. This can be a good time to lower the price a bit and capture sales from those passersby who gave the product a long look but didn’t open their wallet. Their interest is still high. Your marketing professional advises you on the price drop.
- Again as Seasonal Sales Heat Up
About midway through the season or a bit earlier, some of your competitors drop their prices to move more units. If you don’t follow suit, it can have the psychological effect of making your product seem more expensive than it really is. You need to drop the price to compete, so out come your next round of dry peel labels.
You capture sales from those interested browsers who passed, and some of your highly price conscious prospects may decide to buy, too. You also get some hits from customers who paid full price and loved the product. They like to cellar nice bourbon — and yours fits the bill.
- Again as the Season Ends
The holidays are over, but it’s still cold outside, and bourbon is a classic drink for knocking off the chill. Like your competitors, you lower your price again. Your profit margin per unit falls, but you make up the difference by selling more units to your most price conscious customer segment. Repeat sales from your other segments pour in, too. A good deal is a good deal.
At season’s end, you realize a meaningful return on investment (ROI) from dry peel labels.
From Hypothesis to Reality
This three-part scenario of capturing sales with a series of discounts is a general but realistic scenario for using dry peel labels to sell seasonally. You could change the look of the labels with each price drop (using a Christmas themed label for November and December, for example), or you keep them the same.
Your marketing professional will advise you on the timing of discounts, what messages to include on the labels, and designing them with branding in mind. Flexo-Graphics will produce the custom labels you need, using our expertise to give them the right print technology and materials for shipping, storage, presentation, and wear.
Interested in capturing seasonal sales using dry peel labels to entice coupon shoppers? Contact us today at (262) 790-2740, or email us through our contact form. We’d love to help!
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