The print coupon is not only a curious survivor of the digital revolution; it’s also thriving in it. The fact is, according to distribution and redemption rates, print still rules the coupon universe. Especially for CPG companies. In just the first half of last year, CPGs distributed 171 billion coupons – 92.5% of which were print FSIs. As a whole, FSIs account for 89% of coupon distribution, and despite a small decline in redemption, still encompass 41% of all coupon redemptions. However, with shoppers using an average of 5.8 coupon methods regularly, brands need to continue to diversify their distribution tactics. Especially considering that while consumers are still wed to their print coupons, the marriage might be in trouble, as 42% of consumers wish that all coupons were digital.
Source: Report: 2014 Coupon Trends Report. (2014). Inmar.