Recession Breathing New Life Into Coupons?
Written by Evan SchumanApril 2nd, 2008
Although the coupon redemption rate has been steadily declining for at least 10 years, a new vendor survey suggests the recession may turn that around.
Of the 1,529 U.S. consumers who responded, 67 percent said they are much more likely, or somewhat more likely, to use coupons during a recession, according to the survey performed by ICOM Information & Communications. Technology is helping, though, with CRM doing better job targeting households and Web coupons finding new fans among the paper-repulsed young.
-Marc
April 4th, 2008 at 7:18 am
I used to work for Charlotte based Interact Emarketing. The Interact Loyalty Network allowed consumers to create a shopping list online or at a store kiosk and select Mfg Coupon offers on products they purchased in the past or all mfg offers. The IBM 4690 would then electonically redeem the offers at the POS and the stores would transmit the TLOG to us which was then sent on for redemption. We died with the dot.com boom partly because young consumers were not coupon saavy and old consumers were not computer saavy. I haven’t seen anyone else doing this in the market place and would be curious if someone has gone beyond the Store coupon system and attempted the Mfg coupons like we did.