Coupon redemptions double in three years
The growth in coupon redemptions is continuing strongly, according to the latest industry data.
The latest analysis from Valassis, which manages more than 85 per cent of FMCG coupons, covers the first of half of 2012.
It shows that coupon redemptions are up 14% with nearly 225 million coupons redeemed compared to 195 million in the second half of 2011.
When redemptions in the first half of 2012 are compared to the first half of 2009, they grew from 115m to 225m. This represents a 96% growth in just three years.
The Valassis analysis of 2012 half year coupon redemption data also shows that:
• The trend of significant growth in coupon redemptions (44% growth from 2009 to 2011) is continuing.
• The growth has mainly come from retailer issued coupons and vouchers, which grew by 84% compared to the first half of 2011 and 58% growth year on year (YOY)
• Retailer coupons grew by 78 million redemptions to over 170 million coupons
• Retailers now account for over three quarters of coupons redeemed – in 2011 it was two thirds of coupons redeemed
Redemptions of manufacturer issued coupons have recently shown modest growth (7 %) after many years of slow decline. However, in recent years manufacturers have significantly moved away from issuing their own coupons to working with retailers and using retailer loyalty programmes as the distribution channel.
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