Coupon Use Shows Volatility

supermarketnews.com DATAPOINTS December 10, 2012 COUPON USE SHOWS VOLATILITY Coupon redemption declined by almost 23% in the third quarter of 2012, compared with the same period last year, according to a report from Inmar, a technology company based in Winston- Salem, N.C. The decline was caused by a combination of fewer and less attractive offers being made available, a generally more optimistic economic outlook among shoppers and continued volatility in the marketplace, the company said. The drop in redemption came despite a 7.6% increase in coupon distribution, Inmar said. In many cases, distribution shifted away from methods with high redemption rates, such as on- packs, to methods with lower rates. İnmar projected that the increase in third-quarter distribution is likely to lift coupon redemption rates in the fourth quarter, however. Separately, coupon distributor Valassis recently issued reports showing strong interest in mobile and online coupons. SOURCES: Inmar, Valassis Going Mobile (How shoppers used their smartphone for savings in past 30 days) Groceries Top Coupon Quest Respondents cited top 3 categories where they are most interested in finding coupons, coupon codes and deals Used a Downloaded a GROCERIES 90% discount from savings app 15% a mobile text DINING OUT/RESTAURANTS 49% message 12% Looked for deals via social media 15% Downloaded CLOTHING 34% a coupon 18% COSMETICS/ BEAUTY PRODUCTS Accessed a 29% coupon in an email Compared PET ITEMS/ SERVICES 18% 21% %24 41% deals 19% ENTERTAINMENT/ ACTIVITIES 16% SOURCE: Valassis/Red Plum Purse String Study 2012 SOURCE: Valassis "Coupons will continue to be a 'go-to resource' in the long term." of shoppers use coupons on most -DAVID MOUNTS, CEO, Inmar shopping trips SOURCE: Nielsen Homescan 2012 Face Value Flat Inmar said the face value of coupons in Q3 was basically flat (after a 9% drop in Q2), and terms were more restrictive Coupon Redemption 82% +7.6% Q3 / 2012 Q2/ 2012 Coupon Face Value +0.7%.-9% Q3 2011 Additional purchase required. +9%..+3% of shoppers are using more online coupons in 2012 than 2011 Redemption period less than 2 months.-21% ..-13% -23% Q3 2012 SOURCE: Valassis/Red Plum Purse String Study 2012 Food Coupon Redemption Down VE SAVINGST Food Coupon Distribution Up RS COUPON EXPRES au SAVE UP TO $5.00 1st Half Q3 ......... -10.7% -22.3% 1st Half -2.0% Year to Date.. Q3 .... +32.2% Year to Date.... . +6.1% -14.4% 50¢ OFF $1.00 OFF SAVE $1.00 SOURCE: Inmar d pockaging tape SOURCE: Inmar $2 OFF 6 Pack of ice Cream on any TWo supermarketnews.com DATAPOINTS December 10, 2012 COUPON USE SHOWS VOLATILITY Coupon redemption declined by almost 23% in the third quarter of 2012, compared with the same period last year, according to a report from Inmar, a technology company based in Winston- Salem, N.C. The decline was caused by a combination of fewer and less attractive offers being made available, a generally more optimistic economic outlook among shoppers and continued volatility in the marketplace, the company said. The drop in redemption came despite a 7.6% increase in coupon distribution, Inmar said. In many cases, distribution shifted away from methods with high redemption rates, such as on- packs, to methods with lower rates. İnmar projected that the increase in third-quarter distribution is likely to lift coupon redemption rates in the fourth quarter, however. Separately, coupon distributor Valassis recently issued reports showing strong interest in mobile and online coupons. SOURCES: Inmar, Valassis Going Mobile (How shoppers used their smartphone for savings in past 30 days) Groceries Top Coupon Quest Respondents cited top 3 categories where they are most interested in finding coupons, coupon codes and deals Used a Downloaded a GROCERIES 90% discount from savings app 15% a mobile text DINING OUT/RESTAURANTS 49% message 12% Looked for deals via social media 15% Downloaded CLOTHING 34% a coupon 18% COSMETICS/ BEAUTY PRODUCTS Accessed a 29% coupon in an email Compared PET ITEMS/ SERVICES 18% 21% %24 41% deals 19% ENTERTAINMENT/ ACTIVITIES 16% SOURCE: Valassis/Red Plum Purse String Study 2012 SOURCE: Valassis "Coupons will continue to be a 'go-to resource' in the long term." of shoppers use coupons on most -DAVID MOUNTS, CEO, Inmar shopping trips SOURCE: Nielsen Homescan 2012 Face Value Flat Inmar said the face value of coupons in Q3 was basically flat (after a 9% drop in Q2), and terms were more restrictive Coupon Redemption 82% +7.6% Q3 / 2012 Q2/ 2012 Coupon Face Value +0.7%.-9% Q3 2011 Additional purchase required. +9%..+3% of shoppers are using more online coupons in 2012 than 2011 Redemption period less than 2 months.-21% ..-13% -23% Q3 2012 SOURCE: Valassis/Red Plum Purse String Study 2012 Food Coupon Redemption Down VE SAVINGST Food Coupon Distribution Up RS COUPON EXPRES au SAVE UP TO $5.00 1st Half Q3 ......... -10.7% -22.3% 1st Half -2.0% Year to Date.. Q3 .... +32.2% Year to Date.... . +6.1% -14.4% 50¢ OFF $1.00 OFF SAVE $1.00 SOURCE: Inmar d pockaging tape SOURCE: Inmar $2 OFF 6 Pack of ice Cream on any TWo