DEERFIELD, Ill. - Traditional supermarkets continue to lose their footing when it comes to coupon redemptions, according to new data from NCH Marketing Services here.
Military commissaries are now the No. 3 retail redeemer of CPG coupons in the U.S., swapping spots with Ahold USA, which is now No. 4, according to NCH, a coupon processing and promotion marketing services company.
That means the Top 5 retailer coupon redeemers are now Wal-Mart Stores, Kroger, military commissaries, Ahold and Albertsons. NCH declined to release redemption numbers.
The retailer ranking is part of NCH's new 2005 Coupon Trends study.
NCH provided SN with an advance copy of the report.
The change in the list comes in a year Wal-Mart surpassed the Kroger Co. as the No. 1 retail redeemer.
Charles Brown, vice president, marketing, NCH, said the ascension of commissaries is a result of a number of factors, including that since the U.S. is at war, there's more foot traffic in commissaries.
The new ranking should be a wake-up call for traditional supermarkets to strengthen support of manufacturer coupons, Brown said.