According to "CPG Coupon Industry Facts," a half-year report by Valassis unit NCH Marketing Services, coupon use is returning to modest post-recession growth, with digital distribution driving some of the activity, mediapost.com reported.
The following is an excerpt from the article:
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 stay ahead of the game, with 91.1 percent share.Overall the study shows a 1.8 percent increase in coupon distribution, driven by an increase in the non-food segment, which is also increasing multiple purchase requirements, per the study. 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, per the study.