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National Coupon Month: Platform Reviews

September is National Coupon Month and each week through the month BARD will feature the latest benefits from the key players in the digital coupon platform world. Stay tuned or join our email newsletter for the latest updates throughout the month.

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photo credit: ktar.com

Platforms we will feature this month include: Coupons.com, Hopster, RedPlum, and Connect 1-1. We will include a full recap blog at the end of the month.

Here is a quick overview on the growth and trends within digital coupons.

Coupon Growth

In the first half of 2015, 156 billion coupons were issued. The average face value of coupons increased 6.5%, and the overall value of coupons issued rose 5.5% to $281 billion. Digital coupons continue to grow. Kantar reported that the number of digitally distributed coupons rose 17% in 2014.

Coupon Category Trends

Non-food coupons grew 4.4% and personal care products now dominate coupons, accounting for 68% of all freestanding insert coupon activity. The health care category has surpassed dry grocery as the second most active area for the first time in mid-year trends history.

Top Coupon Retailers

After Walmart, Walgreens is the largest user of coupons, followed by Target, Dollar General, Family Dollar, CVS, Safeway, Kroger, Publix and BJs.

photo credit: flipboard.com

eMarketer predicts that 97.4 million people will redeem a coupon using a tablet, smartphone or other mobile device this year, or 43.2% of all adult mobile device users. That represents an 18% increase from last year.

Coupons.com Overview

Coupons.com is the largest player in the digital coupon platform world. Advertisers visit the website to obtain coupons and search for offers by specific products and categories.

Their distribution network includes the main website, Coupons.com, approximately 30,000 third-party publishers, mobile applications, and load to card platforms.

Distribution
  • Coupons.com offers may be shared on social media and email marketing.
  • Program tracking and reporting is provided including number of coupons printed. Specifics may vary depending on program details.
  • Cost varies by volume and contract and typically includes setup fees and a cost per print for the digital print at home solution.
  • Printer software must be downloaded.
  • Many food, CPG and retail clients use Coupons.com.

Many clients use more than one coupon platform for multiple brands. Coupons.com tends to attract large clients based on the minimum investment thresholds.

Watch for next week’s feature on Hopster.

Source: Media Post July 2015, Kantar Media report 2014.

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