During the first quarter of 2014, redemption for digital coupons grew 53$ compared with Q1 2013, says Inmar.
This growth in redemption continues the upward movement in digital coupon activity over the past 18 months. In 2013, more than 66 million digital coupons were redeemed industry-wide according to Inmar estimates – a 141% increase over 2012. Inmar alone facilitated the redemption of almost 44 million digital coupons in 2013, giving it the largest share of digital coupon redemption information in the industry.
Digital coupons are coupons that consumers load directly to their shopper loyalty accounts from retailer and publisher websites, as well as other locations. With no paper involved, these offers are applied automatically at checkout and discounts are instantly credited when shoppers present their loyalty card or unique individual identifier.
While digital coupons are becoming more popular with shoppers in an increasingly device-dependent marketplace, the preferred
method of coupon distribution for marketers – and the most popular method for redemption by consumers – continues to be Free-Standing Inserts (FSIs). FSIs represented 91.8% of all coupons distributed in Q1 2014 and accounted for 44.4 percent of all redeemed coupons.
Other than FSIs, methods accounting for sizable portions of coupons redeemed during the first quarter of 2014 included instant redeemable (14%), electronic checkout (8.1%), shelf pad (5.6%), Internet print at home (4.3%) and direct mail (4.1%).
“Coupon activity from this first quarter confirms what our shopper behavior surveys continue to portray; shoppers want to save both time and money and are using multiple methods, across multiple media, to discover and acquire coupons that help them speed shopping and stretch budgets,” said Inmar Chairman and CEO David Mounts. “With shoppers regularly using an average of 5.8 methods to find relevant offers, marketers must employ omni-channel deployment of coupons in order to successfully penetrate markets and engage targeted audiences with the dynamic, timely content they want.”