Nonfood Coupon Redemption Up: Inmar

SN STAFF

WINSTON-SALEM, N.C. — Consumers are redeeming more non-food coupons and offers presented in-store and at the shelf, finds a new report from Inmar.

After a year of no growth, coupon redemption was up 4% in the second quarter compared with the same period in 2010, driven by a surge in non-food coupon redemption. Representing 35% of redemption activity, the segment rose 3% while food coupon redemption remained flat.

The research also indicates that consumers aren't hunting down offers the same way they used to. While 90% of all coupons are distributed via FSI, redemption rate increases centered on in-store and at-shelf promotions such as instant redeemable and electronic shelf redemptions, which were up 12% and 17% respectively in the first half of this year.

"Our data tells us that consumers are still looking for deals but appear to be less motivated to seek out and redeem the out-of-store offers," said Bob Carter, president of promotion services for Inmar, in a statement.

"Some of their confidence in the economy has returned, taking away some of the coupon urgency we saw in 2009, but the sting of recession has kept most tuned into coupons generally," he said.