Winston-Salem, NC (PRWEB) April 16, 2014 -- Inmar today announced that Trey Moser, Senior Director, Retail Analytics, recently presented at the 22nd Annual Executive Conference of the National Frozen and Refrigerated Foods Association (NFRA) which took place last week in Tempe, Arizona. Moser’s presentation, titled “Inmar Coupon Report for 2013: Top Lines and Trends,” provided a summary of major coupon activity for last year including offer distribution, redemption, method use, etc. It spotlighted promotion activity in the frozen and refrigerated categories and featured an overview of results from Inmar’s 2014 Shopper Behavior Survey -- exploring the “whys” behind the “whats” of coupon use and promotion response in 2013.
Citing the 2014 Inmar Coupon Trends Report, Moser told his audience of more than 100 top business professionals that industry-wide coupon redemption remained steady in 2013 at 2.9 billion coupons redeemed, while distribution grew 3.6 percent – compared to 2012. Some 329 billion coupons for Consumer Packaged Goods (CPGs) – including both traditional, paper coupons and digital, paperless coupons – were distributed in the U.S. last year. Of the coupons distributed in 2013, roughly 40 percent were for food products and 60 percent for non-food products.
The preferred method of distribution for marketers in 2013 – and the most popular method for redemption by consumers – continued to be Free-standing Inserts (FSIs). FSIs represented 87.3 percent of all coupons distributed last year and accounted for 41 percent of all redeemed coupons.
The utility and popularity of this method were equally evident in the frozen and refrigerated categories. In 2013, 88.3 percent of all coupons distributed for frozen foods were FSIs, with these coupons comprising 50.1 percent of this frozen food coupon redemption mix. Concurrently, 85.7 percent of the coupons distributed for refrigerated products were FSIs and made up 39.4 percent of the coupons redeemed in this category.
According to the Inmar 2014 Shopper Behavior Study, 49 percent of shoppers regularly use FSI coupons – making them the most frequently used method among shoppers (when ranked against the other discovery/acquisition methods). In terms of redeemed offer count, more than one billion of the 2.9 billion coupons redeemed in 2013 were FSIs.
At the same time, digital coupons – enabling more “personalized promotion” and deployed by marketers with enhanced targeting – continued to grow ahead of the overall rate of coupon growth and, consequently, increased their share of redemption. These are coupons that consumers load directly to their shopper loyalty accounts from retailer and publisher websites, as well as other locations. With no paper involved, these offers are applied automatically at checkout and discounts are instantly credited when the shopper presents their loyalty card or unique individual identifier.
In 2013, more than 66 million digital coupons were redeemed industry-wide according to Inmar estimates – a 141 percent increase over 2012. Inmar alone facilitated the redemption of almost 44 million digital coupons in 2013, giving it the largest share of digital coupon redemption information in the industry. That represents a 120 percent increase over the approximately 20 million paperless coupons the company settled in 2012.
Other methods accounting for sizable portions of coupons redeemed included instant redeemable (15.6 percent), electronic checkout (8.4 percent), shelf pad (5.9 percent), Internet print at home (5.2 percent) and direct mail (4.1 percent).
In the refrigerated product category, when the percent of coupons redeemed by method was indexed against the percent of coupons distributed by method, results showed that consumers in this product category also favor coupons that encourage repeat purchase, such as on-pack and in-pack. Consumers who shop for frozen products, in addition to liking FSIs, favor in-store distributed coupons such as instant redeemable, instant redeemable cross ruff, handout in-store with sample and shelf pad.
In speaking to these findings, Moser advised those in attendance to take an holistic approach to their promotions – urging them to employ omnichannel strategies that recognize documented coupon preferences and media usage among shoppers. He also stressed the importance of relevance in promotional content and the need for marketers to use data to match offers with shoppers for better targeting and enhanced consumer engagement.
Moser, in his role as Senior Director, Retail Analytics, is responsible for the development, implementation and management of Inmar's advanced analytics practice for Inmar's retail clients. He has extensive retail experience that includes category management, promotion planning /analysis, financial modeling, customer segmentation and loyalty program management. Prior to joining Inmar, Trey was the Director of Analytics and Insights for Lowes Foods. He holds an undergraduate degree from UNC-Chapel Hill and an MBA from the Babcock Graduate School of Management at Wake Forest University.
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ABOUT INMAR
Inmar is a technology company that operates intelligent commerce networks. Our platforms connect offline and online transactions in real time for leading retailers, manufacturers and trading partners across multiple industries who rely on Inmar to securely manage billions of dollars in transactions. Our Promotions, Supply Chain and Healthcare platforms enable commerce, generate meaningful data and offer growth-minded leaders actionable analytics and execution with real-time visibility. Founded in 1980, Inmar is headquartered in Winston-Salem, North Carolina with locations throughout the United States, Mexico and Canada.
For more information about Inmar’s products and services, please call 866.440.6917 or visit http://www.inmar.com.
ABOUT NFRA
NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. Headquartered in Harrisburg, Pa., NFRA is the sponsor of March National Frozen Food Month, June Dairy Month, June/July Ice Cream & Novelties promotion, and October Cool Food for Kids educational outreach program. NFRA holds the annual National Frozen & Refrigerated Foods Convention in October.
Sharon Joyner-Payne, Inmar, Inc., +1 (336) 631-7663, [email protected]
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