CHICAGO, Il — Fieldale Farms Corporation, a top provider of the antibiotic-free chicken, Springer Mountain Farms, has officially expanded its partnership with RSA America, selecting the Brand iQ solution to streamline digital promotions for fresh and store-labeled products across multiple retailers. This collaboration represents an industry breakthrough, providing fresh product lines with scalable digital promotion capabilities for retailers and manufacturers. 

The Challenge: Navigating the Complexities of Store-Labeled Products
Fieldale Farms Corporation faced significant challenges in executing digital promotions for its catch-weight, store-labeled products—a segment that traditionally relies on unique in-store UPCs managed by each retailer, especially for smaller, independent retailers. This reliance on unique codes made distributing promotional offers across multiple retailers a complex, labor-intensive task. Additionally, the use of paper coupons had logistical limitations, often resulting in low customer engagement, reduced visibility, and potential to be a liability for the retailer and manufacturer with fraudulent use.

With Brand iQ, RSA America provided Fieldale Farms Corporation with a streamlined digital solution, enabling scalable, cross-retailer promotions for fresh, store-labeled products. This transformative shift allowed Fieldale Farms Corporation to break through these barriers, expanding their reach to loyalty members with ease, and delivering consistent promotions across diverse retail environments.

Exceptional Pilot Results
In an initial eight-week pilot, Brand iQ achieved impressive outcomes for the Springer Mountain Farms brand, with digital coupons delivering a 13.2% clip-to-redemption rate and a remarkable 51% increase in sales among loyalty members. Unique buyers increased by 53%, boosting total packaged chicken sales by 17% across participating stores.

Transitioning to Digital: A Game-Changer
Fieldale Farms Corporation had long employed an aggressive couponing strategy for the Springer Mountain Farms brand, primarily relying on paper formats. “Store-labeled products posed operational challenges that limited customer engagement,” explained Rob Belcore, Chief Customer Officer of RSA America. “With Brand iQ, we successfully transitioned to digital coupons, simplifying distribution and significantly increasing promotion effectiveness.”

Heather Sinyard, Marketing Specialist at Fieldale Farms Corporation, shared her enthusiasm, saying, “We are extremely happy with the overall execution of our digital promotions at RSA America retailers.  Brand iQ has made the set-up process and execution of the offers seamless and fast! Brand iQ also provided us valuable insights into the effectiveness of our promotions so we can clearly see the ROI of these offers via sales growth and new buyers.” 

Fieldale Farms Corporation began working with RSA America after urging from retail partners like Adam Manning with Piggly Wiggly Mobile group. "Springer Mountain Farms executing digital coupons through RSA America's Brand iQ system was a massive operational improvement over the previous paper coupon process.  Digital Couponing has made it easier for our stores and customers to redeem offers. As a result, we can push these digital coupons to our customers more aggressively and dramatically increase redemptions and product sales. This was a huge win for our stores and customers!" said Manning.