Digital Coupon Use Up 30.5%

supermarketnews.com DATAPOINTS November 19, 2012 DIGITAL COUPON USE UP 30.5% Digital coupon distribution is ramping up quickly, according to an analysis by Minneapolis-based Marx, a Kantar Media division. On websites monitored by Marx, which include those of several large supermarket and drug store chains, digital coupon "events" increased by 30.5% through the first nine months of 2012, compared with year-ago coupon distribution. More than 681 manufacturers have distributed digital coupon offers on these websites this year from January through Šeptember, an increase of 15.2% vs. the same period in 2011. Food categories represented 50.9% of digital coupons, led by dry grocery, with 25.7% (up 1.6 points over a year ago). Marx also examined visits to the coupon areas of retailer websites, and found that even though Walmart.com boasted 58.2 million unique visits in September – vs. 36.8 million at Target.com – visits to its online coupon area were only about one-third of those to Target. Source: Kantar Media Unique visits to Publix weekly ad online Digital Coupon Growth Share of Digital Coupon Activity* (by category) Growth vs. 2011 Jan. – Sept. (Jan. – Sept. 2012) CEREALS 4.4% CEREALS 17.0% DRY GROCERY 25.7% DRY GROCERY 39.6% FROZEN PRODUCTS 7.0% FROZEN PRODUCTS 20.1% 46.1%* 16.9% HEALTH CARE HEALTH CARE 33.0% HOUSEHOLD PRODUCTS 34.3% HOUSEHOLD PRODUCTS 12.3% OTHER PACKAGED GOODS 14.9% OTHER PACKAGED GOODS 1.4% PERSONAL CARE 25.0% PERSONAL CARE 20.0% TOTAL UNIQUE VISITS REFRIGERATED FOODS 17.6% TO PUBLIX.COM: REFRIGERATED FOODS 8.9% 63.7% 1,486,015 SHELF STABLE BEVERAGES SHELF STABLE BEVERAGES 4.9% TOTAL 30.5% SOURCE: Compete * % of total site visitors Sept. 2012 * Total higher than 100% due to coupons that include more than one category. "Clearly, digital coupon offers on a retailer website are a proven tactic to engage shoppers at a key stage on their paths-to-purchase." Increase in 30.5% ran digital coupons for first nine months of 2012 - DAN KITRELL, VP, account solutions, Kantar Media Marx 51% Coupon Use: Wal-Mart Vs. Target Unique Visits (Sept. 2012) 58.2M 20% 36.8M WALMART.COM TARGET.COM Of nonfood digital 1.6M Of digital coupons were for food categories coupons are for personal-care products, the No. 1 nonfood 464,368 COUPONS.WALMART.COM COUPONS.TARGET.COM category SOURCE: Compete TRUST WE Average Face Value of Digital Coupons 2012 $3.44 89¢ IN GOD Average face value of dry grocery digital coupons (per unit) in 2012 $2.33 $1.74 $1.71 $1.65 $1.44 $1.45 $1.05 LIE STI $1.15 CEREALS GROCERY FROZEN HEALTH CARE PRODUCTS OTHER PACKAGED GOODS PERSONAL CARE 5 REFRIGERATE HELE STARLE BEVERAGES