Distributing coupons is still a good idea

According to a July 21st press release from media and marketing research company Valassis, coupon distribution and redemption continued to build at record-breaking levels during the first half of 2010.

Current shopping behavior reflects value-oriented habits that started during the recession, company experts explained.

Suzie Brown, Valassis chief marketing officer, says consumers are becoming more strategic. “Today’s shoppers don’t leave the house without their coupons and they don’t seek savings in just one place or from one media source,” she says.

Overall coupon redemption volume has increased 7.9% year-to-date. The highest coupon growth rate (+12%) came from the Health and Beauty Care (HBC) segment.

Though coupon deal-seeking now seems to be the “new normal,” marketers have shifted tactics in offering coupons.  “The average face value offered across all coupon media has grown 4.4% from a year ago; duration shortened by a week; and more than a quarter of all coupons require the purchase of two or more items.”

To read the entire press release, click here.

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