Home » Givex’s Coupon Portal To Boost ROFDA’S Wholesale Partners
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Givex’s Coupon Portal To Boost ROFDA’S Wholesale Partners


Retailer Owned Food Distributors and Associates (ROFDA) has begun a partnership with Givex Inc. to use its Enterprise Coupon Portal for new coupon and deal management, with the goal of enhancing shoppers’ savings and increasing loyalty and brand awareness.

Formed in 1962 to enhance the success of independent retail grocers, ROFDA is a cooperative representing more than 7,000 independent retailer locations.

Givex’s ECP platform, acting as a central hub, will allow ROFDA wholesalers and authorized CPG companies and other suppliers to create and distribute consumer grocery promotions to most retailers with partnered POS and loyalty programs.

The solution also provides ROFDA wholesalers with an easier way to distribute promotions to consumers while providing automated reporting with real-time coupon-clip-counts and redemption settling. 

“Our partnership with ROFDA marks an exciting milestone in our mission to continue to revolutionize the way food distributors and wholesalers, and their CPG partners, create and distribute digital coupons, cashback rebates and other offers,” said Bill Gray, president of Loyalty Lane.

“Our one-to-many ECP is key to connecting powerful transactional promotions between CPGs, wholesalers, retailers and shoppers.”

Jeff Pedersen, president and CEO of ROFDA, said the organization is “passionate about enhancing the success of independent retail grocers.” 

“Introducing Givex’s ECP is exactly the type of tool our members need to continue competing against big box stores and we expect strong uptake once fully deployed,” he said.

Read more technology news from The Shelby Report.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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