Inmar Reports Increased Redemption for Digitally Discovered Coupons, Highlights Coupon Activity in First Half of 2013
Winston-Salem, NC (PRWEB) July 30, 2013 -- Inmar announced today that redemption volume for digitally discovered coupons increased significantly in the first half of 2013 (H1 2013) as compared with the same period last year. Digitally discovered coupons include Internet print-at-home coupons (PAH) as well as paperless coupons that consumers acquire from retailer (and other) websites and load directly to their shopper loyalty accounts. These latter offers never manifest as paper, with discounts applied automatically to appropriate purchases at checkout when the shopper presents their loyalty card or unique individual identifier.
Redemption volume for Internet print-at-home coupons continued its steady quarter-over-quarter growth with 70.9 million PAH coupons redeemed in H1 2013 -- up 12.1% compared to the first half of 2012. At the same time, exponential growth in redemption was seen among paperless, digital (“e-wallet”) coupons with a 234 percent increase in redemption volume in H1 2013 versus the same period last year. In just the first six months of 2013 Inmar settled, and observed settlement of, more paperless digital coupons (28.5 million) than in all of 2012 (27.5 million).
Although e-wallet promotions currently represent a relatively small segment of coupon activity, their continuing, and accelerating, growth is already having significant effect on the marketplace. The targeting and personalization capabilities inherent in these promotions are enabling marketers to effectively engage, in greater and greater numbers, shoppers who, previously, had not used coupons with any real regularity.
Among paper methods, Instant Redeemables (attached to product package) experienced the greatest growth in redemption in H1 2013 with 191.7 million of these coupons redeemed. The increase was a continuation of this method’s impressive growth trajectory and represented a 23 percent increase over redemptions for the same six month period last year.
Paralleling this redemption increase was an overall increase in coupon distribution. Marketers pushed out 170.4 billion offers to shoppers in H1 2013, a 2.1 percent uptick versus the same period last year. At the same time, however, overall coupon redemption was down 6.6 percent for the first half of the year compared to the same period in 2012 (1.39 billion vs. 1.49 billion).
“The use of digital promotions continues to accelerate while the ease and efficiency of paper coupons remains high for both brands and value-minded consumers,” said Inmar CEO David Mounts. “The rapid growth in redemption volume we saw in the first half of 2013 for digitally delivered coupons is further indication that having the appropriate promotion mix is the best way to increase acquisitions and sales,” continued Mounts. “However, only by employing detailed analytics to thoroughly understand shopper behavior can marketers determine the optimal mix and effectively influence shoppers along the path to purchase.”
Inmar has been in the promotion industry for more than 30 years and currently processes and analyzes more than 2.3 billion coupons and related shopper engagement campaigns annually, making it an expert in planning, executing and measuring promotions. In addition to providing promotion management, coupons processing, business intelligence and consulting, Inmar closely monitors coupon distribution and redemption across the country and regularly reports on trends and activity in this sector.
As part its efforts to effectively disseminate information regarding coupon activity, Inmar will present a webinar, “Mid-year Coupon Trends Report for 2013,” on July 31 at 2:00 p.m. EDT. In addition to providing all the topline information that marketers have come to expect from Inmar (industry-wide distribution and redemption data, food/non-food comparisons and method-specific performance), this webinar will also feature the latest digital trends and related findings from Inmar Analytics.
The webinar, presented by Andrew Coleman, Digital Promotions Planning Manager at Inmar, is open to all qualified parties and there is no cost to attend.
The webinar registration link is https://www.inmar.com/Pages/Resources/Webinars.aspx
Sharon Joyner-Payne, Inmar, Inc., http://www.inmar.com, +1 (336) 631-7663, [email protected]
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