Tuesday, October 15, 2013

CPG brands increase their focus on coupons.

New data out from NCH Marketing Services notes that overall coupon distribution increased about
1% (168 billion coupons) through the first six months of 2013, but overall redemption has decreased more than 8% in the same time period. Researchers found that CPG brands have shortened expiration dates and increased the number of coupons requiring the purchase of 2 or more products. The face values have also increased.

Other interesting findings include:
• 62% of coupons distributed were non-food items, up 2.9% from 2012
• 91% of coupons were distributed through free standing inserts (FSIs)
• Digital coupons represent less than 1% of all distributed coupons

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