Tuesday, December 18, 2012

Digital Coupon Use Widespread But Role Limited: Survey

While the vast majority of consumer packaged goods (CPG) marketers include digital coupons among their promotional tactics, most firms are using them in a secondary role, according to a new survey by Chicago-based Partners in Loyalty Marketing (PILM) on behalf of the Shopper Technology Institute.

The study found that while 84 percent of CPGs are now using digital coupons, 45 percent reported using them in a “supporting” role because of their limited scale, and 42 percent said that this is a “toe in the water” effort to test platform, according to PILM’s Tanya Bhothinard, senior director of client service.

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