John Ross | December 23, 2014

The vast majority (91%) of the more than 250 billion coupons already distributed this year have been FSIs. Accordingly, 40.8 percent of all coupons redeemed during the first nine months of 2014 were FSIs. After FSIs, the most popular methods with shoppers (in terms of redemption volume) for this same period were Instant Redeemable and Instant Redeemable Cross-Ruff which, together, accounted for 22 percent of all coupons redeemed.

With paper coupons demonstrating this kind of popularity, and their deployment being a critical tactic for consumer engagement, it is essential that brands — in addition to receiving efficient processing and settlement from their provider — find a way to "see" beyond transactional metrics in order to understand how their promotions are affecting their business. While processor-provided redemption and offer performance data for paper coupons can, and should, yield insights informing business decisions, visibility into immediately related shopper behavior represents an entirely new level of business intelligence.

Brands that acquire real visibility into the direct impact paper coupons have on shoppers will gain a genuine competitive advantage and this "new view" is now available from Inmar. We call it the Inmar Shopper Promotion Impact Report and it is a subscription analytics service that delivers coupon-related behavioral insights, including:

  • Who actually redeemed the coupon(s).
  • Where shoppers found the offers (online / in-store /newspaper).
  • How coupons affect brand perception.
  • How offers influence future purchase decisions.

To gather this data, Inmar will survey 2,000 shoppers each month who have used a coupon for a grocery item in the past 24 hours. Our research will be targeted on illuminating the complete promotions experience with category-level data provided on a quarterly basis -- along with demographic profiles of coupon-users by method. More detailed analysis by subcategory is also available and customized reporting can be ordered, as well.

After more than 34 years' working with the nation's largest and best known manufacturers, as well as many of the most innovative and entrepreneurial companies in the marketplace, Inmar remains committed to developing the products and services our clients need to effectively manage, and optimize, their promotion programs. Our goal is to provide all members of the Inmar Promotion Network with everything they need to recognize maximum return from their coupon investments. We believe the Inmar Shopper Promotion Impact Report will help brands do just that.

I would be very interested in hearing your thoughts on how Inmar is doing in meeting this goal and how well you believe we are helping drive your success. Please share your thoughts in the comments section below.