James Tenser

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...]

While this recent up-trend in coupon distribution and redemption is indeed significant, it will be important to ask the question: "Among which consumers?" to fully understand it.

We've also seen recent research that suggests coupon usage and pre-planning habits tend to be enduring and heavily concentrated among about one-third of shoppers across demographic lines (Henkel/Dial, 2009).

Wise marketers will drill down into recent coupon behaviors to understand whether these changes are across the board or narrow and deep. "Why" matters very much in this analysis. I would not assume that a simple economic explanation is sufficient.