Average Face Value Per Unit increased in 8 of the 9 major Areas
MINNEAPOLIS, MN February 10, 2010 – 152 Consumer Packaged Goods (CPG) manufacturers distributed digital coupons in Q4 2009 , a 3.4 percent increase versus Q3 2009, across the websites monitored as part of the Marx Digital ProMotion Report available exclusively from Marx, a Kantar Media solution. “Digital coupons represent a small but growing percentage of total coupon distribution and are gaining traction across an expanding group of CPG manufacturers,” said Mark Nesbitt, President, Kantar Media Intelligence.
Average Face Value Per Unit increased in eight of the nine major Areas defined by Marx. Other Packaged Goods had the highest Average Face Value Per Unit in Q4 2009 at $4.64, up from $1.53 in Q3 2009. This increase was in part seasonal, driven by high value offers for children’s toys and related items. Shelf Stable Beverages and Personal Care had the next greatest increases in Average Face Value Per Unit at 44.7 percent and 30.2 percent respectively. Refrigerated Foods was the only Area with a decrease in Average Face Value Per Unit, declining 22.4 percent versus Q3 2009 to $0.45.
(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 captured 68.1 percent of the digital activity in Q4 2009, which was down 3.1 points versus the 71.2 percent share captured in Q3 2009. Dry Grocery continued to represent the greatest share of activity for digital coupons at 33.0 percent but decreased 1.1 points versus the Q3 2009 share of 34.1 percent. Non-Food Areas increased 3.1 points to represent 31.9 percent of the digital activity in Q4 2009 led by Personal Care and Health Care with 12.8 percent and 11.4 percent shares respectively.
Retailer Website Digital Coupon Activity
116 CPG manufacturers distributed digital coupons across the retailer websites monitored by Marx during Q4 2009. 26 of these 116 manufacturers distributed digital coupons on two or more retailer websites, while 11 manufacturers were active across three or more retailer websites. In many situations the manufacturers that were active on print-at-home or e-coupon websites were also active on retailer websites.
“Coupons are a proven tactic for creating purchase intent and driving planned shopping trips.” said Bob Cristofono, Vice President Sales, Marx, a Kantar Media Solution,. “Manufacturers and retailers are developing new ways to engage with consumer and shoppers through multiple platforms including retailer websites.” For example, on one of the leading retailer websites monitored by Marx, more than 60 manufacturers were active with a total of 281 unique digital coupon events during Q4 2009. This same retailer was also one of the leading contributors to the 37.7 percent overall growth in retailer promotion activity within the Free Standing Insert (FSI) coupon vehicles reported in the Marx 2009 FSI Distribution Trends Report. “Clearly, retailers are working with manufacturers to leverage both print and digital coupons to reach consumers and to drive traffic to their stores, “ said Cristofono.
About Kantar Media
Established in more than in 50 countries, Kantar Media enables exploration of multimedia momentum through analysis of print, radio, TV, internet, social media, and outdoors worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences and TGI & Custom. Combining the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insights to more than 22,000 customers around the world. (www.KantarMediaNA.com).
About Kantar
Kantar is one of the world’s largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 26,500 employees work across 95 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com.