Big Brands Take a Fresh Look at Coupons

Record-Level Couponing Reaches Best Customers, Not Just Deal-Seekers

After a coupon glut in the 90’s, some brands refocused efforts on everyday low pricing – however sweeping factors like unemployment, rising gas prices and a faulty economy have steadily increased consumers’ sensitivity to pricing and sharpened their focus on getting a good deal.  On everything.

Coupon redemption is up almost 17.6% from 2009, according to Valassis' 2011 US Mid-Year Consumer Packaged Goods Coupon Facts Report.

Coupons and coupon users have changed with the times. From casual users, to enthusiasts, to evangelists, to extreme couponers a la TLC’s television show – brands have recognized a shift in how coupons are perceived, valued and redeemed. Today, coupons are a hot commodity valued by a much broader range of the American public, and offered strategically by forward-thinking brands charged with developing buzz and profits amid recession.  Via Google Insights for Search, “coupon” or “coupons” recently indexed at more than twice their 2006 pre-recession levels. Growth was steady through 2009, leveled off in 2010 and reached new heights in early 2011 – in step with growing consumer concern for value and savings.

Brands are more than ever recognizing coupons as an opportunity to build consumer awareness and trail, as well as a platform to tell their value story.  Front-door marketing is proving highly viable in this effort – but requires some expertise in order to make of the most of a strategic opportunity.  For example, your brand is being invited into someone’s home right through the front door – don’t show up empty-handed.  Consumers have a strong expectation of quality from their favorite brands, and front door marketing campaigns must meet or exceed this bar. As a result, the front door offer is typically higher in value than offers made through other channels, providing the most compelling call to action and ensuring greater result by being remarkably worthy.

Are you considering the strategic couponing opportunity presented by the front door and its ability to communicate powerfully on a personal level?  And if so, are you tapping channel expertise to develop the most compelling offers and maximize the front door as a customer venue?

Leave a Reply

Your email address will not be published. Required fields are marked *