The amount of that activity probably explains the new interest in distributing some coupons by mobile devices, where the shopper's context and preferences can, in principle, be used to target the messages.
In-store handouts represented five percent of coupons, followed by direct mail (2.4 percent), magazine (2.2 percent), other (including all digital formats – two percent), and in/on-pack and cross-ruff (one percent).
The average face value of a CPG coupon in 2010 was $1.46, up 6.6% from $1.37 in 2009. Average CPG coupon face value has risen year-over-year each year since 2006, when it stood at $1.18. Between 2006 and 2010, average value rose almost 24%.
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