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    2010 Coupon Distribution Rises

    Redemption maintained, trend shows increasing shift to in-store, print-at-home vehicles

    Coupon distribution in 2010 increased 8.1 percent to 333 billion, while redemption in 2010 was 3.13 billion which maintained the same 2009 level already reflecting a significant 27 percent increase over 2008.

    These were among the findings in “Coupons, Opportunities and Options,” presented last April at the annual Industry Coupon Conference presented by the Association of Coupon Professionals in Atlanta.

    Also noted were a 10 percent decline in FSI redemptions, dropping to 44 percent of overall industry redemption volume. Redemption, on the other hand, is shifting more in-store where instant redeemable was up 44 percent and shelf pads increased by 27 percent. Additionally, Internet print-at-home rose 81 percent.

    This year’s conference highlights included numerous presentations regarding ever-changing consumer behavior. There is a clear shift away from newspaper and TV toward Internet and mobile. Marketers are attempting to keep up with this change in media consumption by experimenting with digital coupon offers, new mobile APPs and increasing Internet print-at home coupon distribution.

    Other conference topics included “How to Reach and Influence the Evolving Consumer”; “Emerging Technology”; “Integrated Media: Adjusting to Changes in Consumer Buying Habits”; “Digital Coupon Trends and Insights”; and “iPad and other Mobile Marketing Solutions for Coupons and Samples: Solutions and Trends.”

    Also taking place at the conference were ACP’s board of director’s elections, welcoming Jackie Broberg of General Mills as president and Debbie Settle of Inmar as vice president. Directors elected to a two-year term were Jane Michels, Coupons, Inc.; Joanne Walk, Hormel Foods Corp.; Val Stark, NCL Graphics; Len Harris, Kellogg Co.; and Earl Ellsworth, Universal Marketing Services. Stanley Wadford of Winn Dixie was appointed to a one-year board term.

    Additionally, two lifetime achievement awards were given, to Len Harris of Kellogg and John Irwin of Promotion Eyes; and two Industry Impact awards were presented. to Earl Ellsworth of Universal Marketing and Dick DeBlasio of Inmar.


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