UK  cookery website Delia Online – owned and operated by legendary cook Delia Smith – has partnered with beforeIshop, the multi-brand pre-shopping platform from interactive coupon solutions provider, Couponstar. 

As a publisher partner of beforeIshop, Delia Online will offer visitors promotions, offers and printable coupons, all designed to save time and money for consumers planning their shopping. 

Established in March 2001, Delia Online provides cookery tips and advice as an extension of Delia Smith’s traditional cookery books.

Nikki Dance, business manager for Delia Online, explained: “Internet printable coupons provide us with the ideal vehicle for driving customer loyalty and increasing visitor engagement, by rewarding regular visitors to our site with money-saving offers. In this way we are building engagement between our site and the consumer, but also helping develop brand loyalty for our commercial partners.

“Incorporating printable coupons into our marketing strategy is a new venture for Delia Online, however it is something we have been keen to implement for some time. In the past we have found it difficult to find the right supplier that could offer us the quality guarantee that we required. Also, as we have a relatively mature audience, who are typically not technology-savvy, it is important for us that we were not giving those users who have high quality printers or specific software an advantage over other visitors, as this would not fit with our focus on access for all.” 

Jo Malvern, product and marketing director for beforeIshop, said: “In today’s tough climate, websites need to be doing all they can to ensure they are constantly delivering additional value to their visitors. Our research shows that the presence of printable coupons on a website increases likelihood to visit by up to 65 per cent, impacting not just on overall visitor figures but also on visit frequency. We’re delighted to be working with Delia Online to help them capitalise on this opportunity.”