Letters: Consumer-printed coupons are the future
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With the continuing increase in online ad spend by FMCG manufacturers, and these marketers looking for more cost-effective means of delivering coupons, it's unsurprising that direct mail coupon distribution rates dropped from 70% to 58% of all coupons distributed (Valassis 2006 UK Coupon Report).
However, despite being reported as only a minor share of total coupon distribution in the UK, the doubling of the number of coupons distributed via the internet has surely had a significant impact on the higher redemption rates experienced.
Consumer-printable coupons also enable marketers to more effectively target consumers, reducing the amount of collateral sent out and the ensuing paper waste. And, as consumers only print the coupons they're interested in and use their consumables to do so, they're far more likely to redeem the coupon in-store, effectively removing the wastage that's typically associated with direct mail.
Consumer-printed coupons have become established as a viable alternative to DM and we can expect to see a growth of 650% in online coupon distribution in next year's Valassis report.
From Jared Keen, MD, Couponstar
