The number of digital coupon "events" increased by 12.3 percent in 2011.
As the digital coupon space continues to flourish, non-food marketers are increasing their share of the market, according to a new report from Kantar Media.
The number of digital coupon "events" increased by 12.3 percent in 2011, according to the report, with non-food marketers now accounting for 40.5 percent of the overall market. That's an increase of 8 percent over 2010.
Leading the non-food categories was personal care, which represented 15.2 percent of digital coupons in 2011. Healthcare was second with 8.5 percent, followed by household products with 6.7 percent. (Healthcare showed the greatest share increase with 3.7 points.)
Food continued to dominate the space, with dry groceries accounting for 32.4 percent, and refrigerated food 16.7 percent. But all five food categories decreased as a share of the market, with the greatest decrease belonging to dry grocery, with a drop of 4.6 percent.
Taken together with previous Kantar research, the report suggests that digital coupons may now be eating into the off-line coupon market: A study from earlier this month showed a 6.5 percent decrease in free-standing insert coupons during 2011.
"The increase in the number of manufacturers that are active in the digital space makes it even more important to monitor competitive promotion activity across all media," said David Hamric, general manager of Kantar Media Marx, in the report. "Clearly, the majority of manufacturers view digital coupons and FSI coupons as complementary promotion tactics. However, the additional one-third of manufacturers that only distribute digital coupons can impact shoppers as they develop their shopping lists and plan their shopping trips."
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET