Number of manufacturers distributing digital coupons on these websites increased 19 percent
MINNEAPOLIS, MN, January 30, 2013 – Digital coupon events across key websites monitored by Marx, a Kantar Media solution, increased by 46.1 percent in 2012 compared to 2011. 805 manufacturers distributed digital coupon offers on these key websites during 2012, an increase of 18.9 percent as compared to the same period in 2011.
“2012 was a stellar year for digital coupon growth and manufacturer engagement, with more than 800 manufacturers distributing digital coupons representing the greatest number of manufacturers participating in digital coupons since the launch of the ProMotion PLUS Digital Service in 2009,” stated David Hamric, General Manager, Kantar Media Marx. “More manufacturers than ever are engaging with digital coupons and many more are leveraging Free Standing Inserts (FSI) coupons to guide shopper traffic to their websites to receive digital coupon incentives. Marx provides a unique competitive perspective to our clients, overlaying digital coupon distribution with FSI coupon distribution to deliver industry-leading competitive promotion intelligence across media.” said Hamric.
(1) Digital Share of Activity is based on Number of Events (NOTE: Sum of all Areas may be greater than 100% due to
events which include more than one Area)
(2) Digital Face Value and Face Value Per Unit are averaged values
Food Areas: Cereals, Dry Grocery, Frozen Products, Refrigerated Foods, and Shelf Stable Beverages
Non Food Areas: Health Care, Household Products, Other Packaged Goods and Personal Care
Source: Kantar Media
Food Areas were included in 51.7 percent of digital coupon events, a slight increase of 0.4 points. Non-Food share of activity was unchanged from 2011 to 2012 at 50.1 percent (NOTE: Sum of all Areas may be greater than 100 percent due to events which include more than one Area). The Dry Grocery Area leads with a 27.0 percent share of activity during 2012. This is an increase of 2.1 points versus 2011. The Personal Care Area leads within Non-Food with a 19.1 percent share of activity, a decrease of 0.6 points from 2011. Face Value was up across all five Food Areas in 2012, with Frozen Products growing the most to $1.74, reflecting a 24.3 percent increase.
Share of Events and Share of Visits by Channel
Retailer websites were an area of focus for manufacturers distributing digital coupons with significant activity across the Food, Drug and Mass channels. However, there were important differences when comparing these channels. The Food channel had the greatest share of digital coupon events, at 51 percent in 2012, ahead of both the Drug and Mass channels. The Drug channel had a 27 percent share of digital coupon events, just ahead of the Mass channel that captured a 22 percent share.
Share of Visits measures the visits by channel that a shopper initiates when entering the coupon location on that retailer website. The Food channel had a 49 percent Share of Visits in 2012 demonstrating parity in Share of Events within this channel as well. The Drug channel reported 8 percent Share of Visits in 2012, which is 19 points below the 27 percent of share of Drug channel digital coupon events. The Mass channel rivaled the Food channel with 43 percent Share of Visits in 2012, and exceeded the Share of Events that Mass captured by 21 points.
“Digital coupons on retailer websites help shoppers plan their purchases and influence where they choose to shop,” commented Darcy Douglas, Director, Account Solution, Kantar Media Marx. “Manufacturers can enhance their share of voice (SOV) in digital coupons on retailer websites by understanding their Share of Visits on those same websites. Retailer website visits are important as each incremental visit that a shopper makes to a retailer website enhances the opportunities that a manufacturer has in placing their incentive in a shopper’s hands. Manufacturers can then maximize their influence when they place the right digital coupons on the right retailer websites to take advantage of the greatest number of relevant website visits,” continued Ms. Douglas.
“Although the Drug channel captures a greater Share of Events than the Mass channel, the Drug channel sees fewer visits than the Food and Mass channels. Shoppers in the Drug channel may only look for incentives during infrequently planned trips, contributing to a lower number of visits to a drug retailer website. Retailers within the Drug channel could evaluate which incentives are driving repeated visits to their website, and consider enhancing those offerings with new incentives that help build a larger basket for the drug shopper and for that retailer. Manufacturers need to understand which categories or brands may drive incremental trips, such as diapers on the way home from work or candy and cards for Valentine’s Day,” concluded Douglas.
About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries. www.KantarMediaNA.com