Some couponing may be going high-tech, but don’t dismiss the tried-and-true delivery system of the Sunday newspaper.
In the first half of 2009 alone, manufacturers delivered more than $173 billion (yes, billion) worth of consumer incentives through 129 billion coupons in Sunday newspapers.
Retailers’ participation in free-standing insert (FSI) promotions increased 31.3 percent during the same time.
The average savings offered for non-food consumer packaged goods—think Mom-oriented health and beauty aids, pet food or household cleaning products—rose to $1.61. The average value for food coupons rose to $0.91.
Sunday newspapers may be the source of half the coupons Americans receive, but marketers always are looking for new distribution methods.
They use the mail, in-store distribution, loyalty cards, in-store circulars, weekday newspapers, product packages, magazines and the Internet to reach the household's chief purchasing officer (aka - the mom). Some coupons even are packaged and sold, such as citywide dining and retail coupons that many schools use for fundraising.
The Internet is relatively low volume now, but it is the fastest growing method of coupon distribution.
"With prices for consumer goods rising, we can only expect that a (coupon-driven) ‘good deal’ is of increasing importance to shoppers. The Internet provides an easy vehicle to search for coupons,” said Alisa Joseph, vice president of advertiser marketing services at Scarborough Research.
In an earlier posting, I noted how influential women are in the American economy. For example:
Women make more than 80 percent of all consumer buying decisions, and 70 percent of all small-business startups in the past 15 years have been led by women.
It’s obvious that marketing to moms is vital. So, are big-time marketers listening?
Well, consider McDonald’s, which changed its menu and its interiors to attract more moms, and Unilever, whose “Real Beauty” campaign for Dove soap showcased real women instead of models.