|By PR Newswire||
|February 25, 2014 10:15 AM EST||
LIVONIA, Mich., Feb. 25, 2014 /PRNewswire/ -- Valassis, a leader in intelligent media delivery, released today the annual topline report of U.S. coupon trends in 2013 prepared by its subsidiary, NCH Marketing Services, Inc. Findings in the NCH Coupon Facts Report point to an evolving mix of media and promoted products impacting distribution and redemption in 2013.
The number of coupons issued to consumers in 2013 for consumer packaged goods (CPG) products, on the whole, increased in 2013 by a healthy 3.3 percent, bringing the total to 315 billion coupons distributed.
Additionally, consumer interest in coupons remained strong. The 2014 Valassis Shopper Marketing Survey found that the share of consumers who reported using coupons regularly in 2013 remained steady at 80.9 percent. Among the consumers who reported using more coupons in 2013, 45.7 percent of them said they found that more coupons were available.
However, marketers at CPG manufacturers and retailers deployed strategies and tactics for coupons uniquely appropriate to their brands and banners, producing very different results across product categories, companies and retail channels.
"A wide variety of coupon marketing approaches to engage shoppers with brands and activate shopper store preferences resulted in an evolving mix of products being promoted with coupons, as well as an evolving mix of coupon media being used by retailers and manufacturers to promote those products in 2013," said Charlie Brown, NCH Vice President of Marketing.
In the non-food segment, marketers distributed 5.8 percent more coupons in 2013, while marketers in the food segment distributed 0.9 percent fewer coupons. The net effect was an increase in the share of total coupons promoting non-food products that redeem at a lower average rate than food coupons.
In addition, Marx, a Kantar Media solution, measured an 18.3 percent increase in the number of new products introduced with a free-standing insert (FSI) coupon in 2013. New product promotions changed the mix of coupons in the market, which impacts redemption volume, as new products tend to redeem at a lower average rate than coupons for high market- share brands.
The evolving product mix, therefore, contributed to decreased redemption response. Among those consumers who reported using fewer coupons in 2013, the number one reason (49.1 percent) was that they could not find coupons for the products they wanted to buy.
The media mix utilized by marketers for coupons further evolved in 2013. The FSI continued to grow as the dominant vehicle for distributing coupons, accounting for 91.2 percent of all coupons distributed. Digital coupons (including print-at-home, mobile, social and downloadable coupons to a loyalty card) continued double-digit growth in 2013, although they still account for less than 1 percent of all coupons distributed.
CPG marketers continued to shorten the amount of time consumers had to redeem coupons. The average coupon offer duration declined from 9.3 weeks in 2012 to 8.6 weeks in 2013. While the average duration was shorter for both food and non-food coupons, it was the food segment that drove the overall trend, reducing average duration by more than a week.
Shorter durations tend to suppress redemption. In fact, 28.7 percent of consumers who reported using fewer coupons in 2013 said that coupons expire before they have a chance to use them, the second most cited reason for reduced coupon use.
While the divergent strategies and tactics of individual marketers produced different results across categories, companies and brands, their net effect was to manage redemption. In the food segment, overall redemption remained flat from the prior year. In the non-food segment, the media mix, products promoted and short duration of offers resulted in a 100 million decrease in redemption volume. As a result, the total volume of CPG coupons redeemed in the United States in 2013 fell by 3.4 percent to 2.8 billion.
The moderate decline in redemption volume was experienced in some degree across all of the major retail formats. However, the products promoted and evolving mix of coupon media affected redemption volume differently within the retail channels. With a steady volume of food product redemption and paperless coupon adoption at specific retailers, the Grocery Store channel experienced the smallest decline in redemption volume (-0.7 percent) compared to the non-food impact on total redemption volume in Mass (-6.3 percent), Drug (-2.8 percent) and Other retail formats (-11.7 percent). As a result, Grocery Stores were able to regain some of their previously lost redemption share from competing retail formats.
For more information about the 2014 NCH Coupon Facts report, visit www.nchresourcecenter.com.
Valassis is a leader in intelligent media delivery, providing over 15,000 advertisers proven and innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients' most valuable shoppers, offering unparalleled reach and scale. Valassis subsidiaries include Brand.net, a Valassis Digital Company, and NCH Marketing Services, Inc. RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. For insights on intelligent media delivery, visit www.valassis.com. Valassis is a wholly owned subsidiary of Harland Clarke Holdings Corp., www.harlandclarke.com.
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, will show how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningfu...
May. 2, 2016 08:30 PM EDT Reads: 664
If there is anything we have learned by now, is that every business paves their own unique path for releasing software- every pipeline, implementation and practices are a bit different, and DevOps comes in all shapes and sizes. Software delivery practices are often comprised of set of several complementing (or even competing) methodologies – such as leveraging Agile, DevOps and even a mix of ITIL, to create the combination that’s most suitable for your organization and that maximize your busines...
May. 2, 2016 07:45 PM EDT Reads: 1,871
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
May. 2, 2016 07:00 PM EDT Reads: 1,037
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
May. 2, 2016 06:30 PM EDT Reads: 1,285
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
May. 2, 2016 06:00 PM EDT Reads: 966
In the world of DevOps there are ‘known good practices’ – aka ‘patterns’ – and ‘known bad practices’ – aka ‘anti-patterns.' Many of these patterns and anti-patterns have been developed from real world experience, especially by the early adopters of DevOps theory; but many are more feasible in theory than in practice, especially for more recent entrants to the DevOps scene. In this power panel at @DevOpsSummit at 18th Cloud Expo, moderated by DevOps Conference Chair Andi Mann, panelists will dis...
May. 2, 2016 06:00 PM EDT Reads: 703
Up until last year, enterprises that were looking into cloud services usually undertook a long-term pilot with one of the large cloud providers, running test and dev workloads in the cloud. With cloud’s transition to mainstream adoption in 2015, and with enterprises migrating more and more workloads into the cloud and in between public and private environments, the single-provider approach must be revisited. In his session at 18th Cloud Expo, Yoav Mor, multi-cloud solution evangelist at Cloudy...
May. 2, 2016 05:30 PM EDT Reads: 1,557
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
May. 2, 2016 05:15 PM EDT Reads: 980
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
May. 2, 2016 05:00 PM EDT Reads: 1,089
See storage differently! Storage performance problems have only gotten worse and harder to solve as applications have become largely virtualized and moved to a cloud-based infrastructure. Storage performance in a virtualized environment is not just about IOPS, it is about how well that potential performance is guaranteed to individual VMs for these apps as the number of VMs keep going up real time. In his session at 18th Cloud Expo, Dhiraj Sehgal, in product and marketing at Tintri, will discu...
May. 2, 2016 04:00 PM EDT Reads: 898
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
May. 2, 2016 03:45 PM EDT Reads: 1,337
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
May. 2, 2016 03:30 PM EDT Reads: 1,061
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
May. 2, 2016 03:00 PM EDT Reads: 339
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
May. 2, 2016 02:45 PM EDT Reads: 1,079