Coupon Trends of 2013
If you’re curious about just how much of an impact coupons can make, check out a few interesting facts from Charlie Brown, VP of Marketing for NCH Marketing.
Brown’s insights point to expanded usage of coupons in 2013 through an evolved coupon marketing strategy. Companies diversified their marketing campaigns but interestingly, had shorter offer durations. According to Brown, the number of coupons increased by 3.35%, which translates to 315 billion coupons distributed! The Valassis Shopper Marketing Survey showed that 80.9% of consumers regularly used coupons in 2013.
To me, that certainly makes a case for retail organizations to make usage of coupons.
One of the reasons these companies were so successful?
Evolving the media mix: Free-standing inserts represent 91.2% of all coupons distributed and 50.8% of all coupons redeemed but at the same time, digital coupons are experiencing great popularity (print-at-home, mobile, social) all linked to loyalty cards.
So in a nutshell, a multi-channel, variable marketing strategy around coupons can boost sales while improving customer loyalty.