Digital coupon activity on Retailer websites increased at a greater rate than growth on key Network websites
MINNEAPOLIS, MN, April 26, 2011 – The number of digital coupon events increased by 19.4 percent in Q1 2011 (January – March) as compared to Q1 2010 across key websites tracked by Marx, a Kantar Media solution. Additionally, 141 manufacturers distributed digital coupon offers in Q1 2011, consistent with the same number of manufacturers that distributed digital coupon offers in Q1 2010.
“Digital coupons are a key promotion tactic for leading Consumer Packaged Goods (CPG) manufacturers to keep their brands top of mind with consumers across Network, Retailer, and Brand websites,” said Mark Nesbitt, President, Kantar Media Intelligence North America. “Marx helps our clients avoid being blindsided by competitors, align with key retailers, and stay ahead of emerging best practices across FSI, magazine, in-store, and digital coupon promotions,” said Nesbitt.
Food Areas represented 54.4 percent of digital coupon events while Non-Food Areas represented 46.9 percent in Q1 2011 (NOTE: Sum of all Areas may be greater than 100% due to events which include more than one Area). Four of the five Food Areas decreased in share of activity. Refrigerated Foods had the greatest decrease, declining 5.7 points from Q1 2010 to Q1 2011. Dry Grocery was the only Food Area to increase with less than a one point increase from Q1 2010 to Q1 2011. Three of the four Non-Food Areas increased share of activity in Q1 2011 compared to Q1 2010. Health Care had the greatest increase followed by Personal Care with increases of 7.1 points and 5.6 points respectively.
Retailer Websites Outpaced Network Websites
Retailer websites grew at almost double the rate versus the growth recorded for key Network websites tracked by Marx, increasing 13.4 percent and 7.5 percent respectively from Q4 2010 compared to Q1 2011. This continues the trend observed in Q4 2010 versus Q3 2010 where digital coupon events on Retailer websites grew more than three times the rate versus digital coupon events on Network websites, increasing 9.8 percent and 3.0 percent respectively.
“Retailers are leveraging the equity of their retail banners to engage with their shoppers online where they are planning purchases and shopping trips,” stated Dan Kitrell, Vice President of Marx Account Solutions, at Kantar Media NA. “Manufacturers are breaking through the promotion clutter by offering targeted incentives on retailer websites that align their brands with key retailers which may translate into increased merchandising support and incremental sales. Digital coupon events on retailer websites are becoming an important tactic within integrated advertising and promotion campaigns. Additionally, retailers are increasingly leveraging their own websites to promote their store brands with their most loyal shoppers. More and more, we are seeing offers in both the FSI and Digital coupon platforms that deliver purchase incentives to consumers when and where they want them,” concluded Kitrell.
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide.
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