One key issue is distribution of coupons in the social graph. The company has yet to leverage paid media on Facebook to drive installs and post-install interactions, but it may find that's necessary as Facebook makes organic optimization harder so app owners such as Valassis will buy its media. Coupon pushers have historically paid newspaper publishers to fill their print editions with reams of loose coupons, so there's a precedent for paid distribution that may be transferrable to Facebook here. But since an individual "coupon share" is worth little to Valassis and its CPG and retail customers, you can bet they'll keep a close eye on any costs associated with Facebook ads.
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Parkinson says the point is not to expand RedPlum on Facebook. He's just as happy to reskin the app for retail partners who want a platform to push social coupons into the social channel, something it's in the process of doing for South Carolina-based chain Food Lion. "A lot of what we're going to focus on is the skinnable version. If it's a beverage company or pizza company, anybody that wants to skin it and make it their app, we can make it for them."
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