The couponing strategies and tactics of individual marketers at retail and consumer packaged goods (CPG) companies in 2013 had more variety than the proverbial box of chocolates, producing different results across product categories, companies and retail channels.
“With so much diversity among individual marketers, ‘you never know what you’re gonna get’ at the total market level,” said coupon expert Charles Brown, using a line from the movie Forrest Gump. Brown is Vice President of Marketing at NCH Marketing Services, a Valassis company.
But NCH’s topline 2013 Coupon Facts report shows that these diverse approaches to marketing with coupons came together to yield an overall increase in the distribution quantity and higher average values. But they also produced overall shorter offer durations and an evolving coupon media mix being used to promote new and existing products.
“The net result was that many companies were able to expand their use of coupons while keeping their coupon redemption costs in check,” said Brown.
Statistics show that coupons remain highly popular with consumers. The number of coupons issued to consumers for CPG products increased, on the whole, by a healthy 3.3%, bringing the total to 315 billion coupons distributed. Additionally, consumer interest in coupons remained strong. The 2013 Valassis Shopper Marketing Survey found that the share of consumers who reported using coupons regularly in 2013 remained steady at 80.9%. And among those who reported using more coupons than the year before, 45.7% said they found that more coupons were available to them.
It was at the level of individual marketers at CPG and retail companies that the real variety occurred, according to Brown. Their diverse strategies and tactics, designed to be uniquely appropriate to engage shoppers with their brands and activate shopper preferences for their banners, drove an evolving mix of promoted products and coupon media formats in the marketplace.
‘What you got’ in 2013 was likely very different, he said, depending on whether you were in the food or non-food segment. In the non-food segment, marketers distributed 5.8% more coupons in 2013, while marketers in the food segment distributed 0.9% fewer coupons. However, the net effect was an increase in the share of non-food coupons, which redeem at a lower average rate than coupons promoting food products.
In addition, Marx, a Kantar Media solution, measured an 18.3% increase in the number of new products delivering an FSI coupon in 2013.New product promotions further altered the mix of coupons in the market, which impact redemption volume, since new product coupons tend to redeem at a lower average rate than coupons for high market share brands.
“Naturally, the evolving product mix contributed, in part, to decreased redemption response,” Brown said. “Among those consumers who reported using fewer coupons in 2013, the number one reason (49.1%) was that they could not find coupons for the products they wanted to buy.”
The media mix used by marketers for coupons continued to shift in 2013. The FSI continued to grow as the dominant vehicle for distributing coupons, accounting for 91.2% of all coupons distributed and 50.8% of all coupons redeemed. Digital coupons (including print-at-home, mobile, social and downloadable coupons to a loyalty card) continued double-digit growth in 2013, although they still account for less than one percent of all coupons distributed, and their audience reach tends to be comparatively small. The redemption generated by digital coupon formats grew to slightly more than 10% of the total market volume.
“One of the main drivers behind the evolving media mix has been to intelligently deliver the right blend of print, digital and in-store media to optimize the marketer’s consumer audience reach throughout the path to purchase,” said Brown. “For example, FSI coupons, with their broad reach and relatively low redemption rates, remain popular among marketers seeking to grow or maintain brand awareness among consumers as they plan their shopping trips. Combined with digital coupons targeted to a smaller, but ever-connected audience of consumers who deliver high redemption rates, marketers are able to achieve a complete and complementary media plan to motivate brand selection.”
In addition to the evolving product mix and media mix, CPG marketers offered a higher average face value, yet continued to shorten the amount of time consumers had to redeem coupons. While individual offers varied widely, the average coupon offer duration declined from 9.3 weeks in 2012 to 8.6 weeks in 2013. Although the average duration was shorter for both food and non-food coupons, it was the food segment that drove the overall trend, reducing average duration by more than a week.
“Naturally, shorter durations tend to suppress redemption,” said Brown. “In fact, 28.7% of consumers who reported using fewer coupons in 2013 said that coupons expire before they have a chance to use them, the second most cited reason for reduced coupon use.”
Due to the variety of strategies and tactics, Brown said you may not always know what redemption results individual categories, companies or brands will get. But, the overall effect was to manage redemption growth.
In the food segment, overall redemption remained flat from the prior year, following a significant reduction in 2012. In the non-food segment, the media mix, products promoted and short duration of offers resulted in another 100 million decrease in redemption volume. As a result, the total volume of CPG coupons redeemed in the U.S. in 2013 fell by 3.4% to 2.8 billion.
“The moderate decline in redemption volume was experienced in some degree across all of the major retail formats,” he said. “However, the products promoted and evolving mix of coupon media affected redemption volume differently within the retail channels.”
With a steady volume of food product redemption and paperless coupon adoption at specific retailers, grocery stores experienced the smallest decline in redemption volume (-0.7%) compared to the non-food impact on total redemption volume in mass (-6.3%), drug (-2.8%) and other retail formats (-11.7%). As a result, grocery stores were able to regain some of their previously lost redemption share from competing retail formats.