Coupon use is
returning to modest growth, with digital distribution driving some of the
activity. The CPG Coupon Industry Facts, a half-year report by Valassis unit
NCH Marketing Services, shows that growth is being driven by a number of
factors extraneous to food and traditional media.
Overall,
digital is seeing double-digit growth in distribution and redemption. That
fact, along with a post-recession correction, is slowing overall redemption
declines. Still, digital notwithstanding, free-standing inserts (FSI) stay
ahead of the game, with 91.1% share.http://whattheythink.com/news/64683-consumer-packaged-goods-marketers-strategically-increase-coupon-mix-adjust-tactics/
Valassis, a leader in intelligent media delivery,released today mid-year 2013 coupon facts that indicate consumer packaged goods (CPG) marketers have continued to strategically evolve their mix of coupons offered, including which products are promoted with coupons, how consumers receive coupons and various tactical offer-level changes.
The U.S. Mid-year 2013 CPG Coupon Industry Facts Report prepared by NCH Marketing Services Inc., aValassis subsidiary, reveals a 1.8 percent increase in coupon distribution, driven by an increase in the non-food segment. In the first half of 2013, coupons for non-food products represented 62.5 percent of all coupons distributed, a 2.9 percent increase from the first half of 2012. Overall, CPG manufacturers issued 168 billion coupons in the first six months of 2013.
