Coupon Redemption Rates Up

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Coupon Redemption Rates Up

The “2009 Mid-year Consumer Packaged Goods (CPG) Coupon Industry Facts” report from Valassis subsidiary NCH Marketing Services, Inc. has found that CPG coupon distribution has increased in the last five consecutive quarters. Consumers are responding favorably, with 19 percent increased redemption volume in the first half of 2009, vs. the year-ago period. The study additionally notes that CPG marketers continue to allocate their largest share of coupon distribution through free-standing inserts (FSI), accounting for 86 percent of all coupons issued to consumers.

“With interest in coupons, deals and savings on the rise, shoppers are changing their spending habits and are seeking and using more coupons, using retail fliers to make shopping lists and comparison shopping online,” said Lisa Reynolds, VP of consumer engagement at Livonia, Mich.-based media and marketing services company Valassis. “In these tough economic times, shoppers feel saving money is the smart thing to do and are looking for deals more than ever.”

To reach more consumers and ensure the optimization of market coverage for its clients, Valassis evaluates the distribution of its RedPlum coupon books twice annually. Although a majority of RedPlum books continue to be delivered through newspapers, the company offers clients the only blended media solution of newspaper and shared mail in the industry.

Valassis said this week that consumers in additional select markets now have access to the RedPlum coupon book through a distribution shift via consumers’ mailboxes at no charge in the RedPlum Shared Mail Package, along with their grocery and retail circulars.

The company has also developed a coupon finder feature at to help consumers easily find their RedPlum coupon books. The site’s landing page currently features a contest for a chance to win a $100 gift card. The contest runs through Aug. 8, 2009.