Gene Hoffman

CPGmatters: FSIs Poised for Growth After 'Historic' 2009

March 3, 2010

FROM RETAILWIRE:
Freestanding inserts (FSIs) - always a significant force in couponing - have surged in recent times. In fact, FSIs have seen the most activity in a decade, according to the 7th annual FSI Distribution Trends Report. What's supporting the growth in freestanding inserts?      [more...]

When a lot of folks are looking for ways to save money, coupons rise in prominence ... but not with everyone. For instance, according to NCH Marketing Services, 66% of consumers use coupons occasionally, 11% always use them frequently and 23% rarely use them.

Last year more than 311 billion were distributed and 3.2 billion were redeemed in 2009, a 23% percent increase over 2008. BUT that's only a tad over 1% of the coupons issued. Thus almost 99% of all coupons printed were not redeemed. Is that a waste in marketing dollars?

"Experts" tell me that those 307.8 billion unredeemed coupons still represent good advertising investments. "Non Experts" suggest that coupons are merely preferential devices available only to consumers who seek them out, not discounts available to all consumers. Who is correct?