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Herb Sorensen, Ph.D.
Scientific Advisor TNS Global Retail & ShopperAdjunct Senior Fellow, Ehrenberg-Bass Institute
Coupon Redemption at All Time High
July 22, 2010
FROM RETAILWIRE:
Consumers are looking to save money wherever they can and they're clipping coupons at a furious pace, according to NCH Marketing Services (a division of Valassis). Will coupons continue to grow as part of the advertising/promotional mix for brand marketers and retailers?
[more...]
Coupons are just another link in the irrational hi-lo pricing model that ultimately costs everyone, on balance, with no significant benefits. Think of it as a Las Vegas casino operating inside the retail trade. Of course some people love to gamble. No problem when it is for fun, but when they believe they know how to win, it's often a tragedy. For more insights see "No, the Customer is NOT Always Right!"
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