Sunday, August 26, 2012

CPGs Offer Fewer Coupons with Lower Offers: Study

In the first half of 2012, consumer package goods marketers offered fewer and less attractive coupons to consumers, which brought the past three years of redemption volume growth to an abrupt halt. As a result, some of those brands that hit the brakes handed a competitive advantage to those who kept their sites on satisfying shoppers’ continuing strong demand for value. Let’s take a look at the 2012 mid-year coupon report from NCH Marketing.

However, CPG marketers still find that FSIs are the best media to distribute coupons as evidenced by the report finding that 89.7% of coupons reach consumers through FSIs. Another 4.1% can be found in in-store handouts, 2% through direct mail, 1.8% via magazine ads and 1% through on-pack offers.

Coupons remain one of the most effective marketing methods to encourage consumers to try a new product or revisit a product they may not have thought about or purchased in some time.

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