May 7, 2012: Coupon Redemption Up, Distribution Down in 2011

Coupon redemption for CPGs increased 6.1% in 2011, to about 3.5 billion coupons redeemed, despite a decline in distribution, according to a report from Inmar, a company that operates collaborative commerce networks. The increase in redemption continues a trend that began during the recession, after coupon redemption had been declining for several years. Freestanding inserts continued to be the most popular way to distribute coupons, accounting for 87.7%, up from 86.8% in 2010, despite a growth in online distribution. While the redemption rate for FSI fell to 0.51%, from 0.58% in 2011, the redemption rate for Internet print-at-home coupons increased to 7.72% in 2011, vs. 6.21% in 2010. Internet print-at-home coupons accounted for 4.6% of total coupon redemption volume, up from 2.8% in 2010. Internet print-at-home coupon redemption grew 73.5%, to 161 million coupons.

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