PROMOTIONS
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Redemption of Digital Load-to-Card Coupons Doubles
Free-Standing Inserts (FSIs) still dominate couponing. But digital and electronic coupons are becoming
more of a factor in distribution and redemption.
Here are some highlights from a report from Inmar on 2014 coupon trends:
- Electronic coupons at checkout and print-at-home coupons accounted for 7.3 percent and 3.5 percent of redemption respectively.
- Digital paperless Load-to-Card (L2C) coupons doubled their share of overall redemption to 1.8 percent.
L2C offers posted their fifth consecutive year of growth in redemption. Grocery retailers that have made these coupons a key feature of their frequent shopper loyalty programs are benefiting. The convenience these offers provide shoppers and the flexibility they afford both retailers and manufacturers is enhancing their position in the marketing mix.
Inmar officials say growth has been accelerating significantly for the last several years.
“The one hundred percent, year-over-year, growth we’re continuing to see in redemption for load-to-card coupons is affirmation of their rapidly expanding popularity among consumers and the tremendous utility they provide marketers,” said David Mounts, Chairman and CEO of Inmar, which operates intelligent commerce networks. “The ability marketers now have to personalize these offers, deliver them adjacent to equity-building content and target them to individual shoppers - at scale - makes them particularly effective in building share for brands and maintaining loyalty for retailers.”
Other major methods capturing a significant share of redemption volume in 2014 included:
- Instant Redeemable and Instant Redeemable Cross-Ruff (together 21.6 percent of all coupons redeemed)
- Shelf Pad (5.4 percent).
Free-Sanding Inserts (FSIs) garnered the largest share of redemption (39.4 percent) of the 2.84 billion coupons redeemed in 2014. They accounted for the majority (89.6%) of the 319 billion coupons distributed last year.
Overall coupon distribution declined slightly (-2.9%) compared to 2013, while redemption was also down slightly (-3.0%) during the same period.
As a service to its clients and the industry, Inmar will host a webinar, “2014 Coupon Trends, Insights and Analysis,” at 2:00p.m. Eastern Time, Thursday, February 5 and again on Tuesday, February 10 at 2:00p.m. Eastern Time. This webinar will present data from the 2015 Inmar Coupon Trends Report and Inmar shopper behavior research, examining critical topline coupon industry activity and coupon-related shopper behavior. In addition, the program will offer insights as to what is driving promotional decision-making, the influence of current strategies on shoppers and future implications for brands, retailers and shoppers. The webinar is open to all interested parties, and there is no cost to attend. The webinar registration link is https://www.inmar.com/webinars.
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