Inmar Intelligence | June 4, 2012

Forecasting coupon redemption is a completely different exercise today than it was just a few short years ago. The economic downturn, the advent of technology and a new "deal sharing" mindset among consumers have combined to drive up coupon redemption 35 percent over the last five years.

Even with this level of redemption activity — and in the face of data highlighting the plurality of redemption drivers — many marketers are taking a chance and responding to increasing competition by dropping high-value offers. Promising that all-important sales lift, these promotional events are, all too often, delivering much higher than expected redemption as well.

Why? Because consumers are watching, listening and redeeming. They're not dissuaded by shorter redemption periods or increased purchase requirements. They're sharing, stacking and taking no prisoners at checkout. But, that doesn't have to be a bad thing. In fact, this new promotional sensitivity can work in your favor. But, it requires effectively and accurately planning for coupon redemption in a volatile promotion marketplace.

How? By following your customers' lead! Watch. Listen. What is your data telling you? (Do you know?) Communicate with your trading partners. Share your plans. Coordinate activity. Understand everything that's going on around you. If you need help developing that understanding — creating that "360° perspective" — we can help.

Inmar Intelligence

Commerce Accelerated.™

Inmar helps leading Fortune 500 companies and emerging brands stay relevant and propel growth while providing their consumers with personalized and precision-driven tools to save money, improve health and safety, and more conveniently go about their lives. Inmar’s holistic portfolio of media products enables advertisers to access a variety of intelligent tools, including its influencer media platform, conversational commerce (chat-based media), audience extension and on-site digital media for retail. As a trusted intermediary for over 35 years, Inmar has served retailers, manufacturers, healthcare providers, government and employers as their trusted intermediary and helped them redefine innovation.

For more information about Inmar, please follow Inmar on Twitter, Linkedin or Facebook, or call (866) 440-6917. Inmar has unmatched access to billions of consumer and business transactions in real-time.


Holly Pavlika
SVP, Corporate Marketing
(336) 770-3596