Inmar presented its mid-year coupon trends report on July 31, showing that redemption volume for digitally discovered coupons (both print-at-home and paperless) increased significantly in the first half of 2013 (H1 2013) as compared with the same period last year. Redemption volume for Internet print-at-home coupons continued its steady quarter-over-quarter growth with 70.9 million PAH coupons redeemed in H1 2013 — up 12.1% compared to the first half of 2012.
At the same time, exponential growth in redemption was seen among paperless, digital (“e-wallet”) coupons with a 234 percent increase in redemption volume in H1 2013 versus the same period last year. In just the first six months of 2013 Inmar settled, and observed settlement of, more paperless digital coupons (28.5 million) than in all of 2012 (27.5 million).
Among paper methods, Instant Redeemables (attached to product package) experienced the greatest growth in redemption in H1 2013 with 191.7 million of these coupons redeemed. The increase was a continuation of this method’s impressive growth trajectory and represented a 23 percent increase over redemptions for the same six month period last year.
Paralleling this redemption increase was an overall increase in coupon distribution. Marketers pushed out 170.4 billion offers to shoppers in H1 2013, a 2.1 percent uptick versus the same period last year. At the same time, however, overall coupon redemption was down 6.6 percent for the first half of the year compared to the same period in 2012 (1.39 billion vs. 1.49 billion).
“The use of digital promotions continues to accelerate while the ease and efficiency of paper coupons remains high for both brands and value-minded consumers,” said Inmar CEO David Mounts. “The rapid growth in redemption volume we saw in the first half of 2013 for digitally delivered coupons is further indication that having the appropriate promotion mix is the best way to increase acquisitions and sales,” continued Mounts.