Dear Jill: I won’t use a coupon if it’s for more than one item. If I’m trying something new and I don’t like it, I don’t want to get stuck with two or three. Just won’t use them! – Lara M.
Dear Jill: If the coupon offer is not high enough, I just buy a store brand. The coupon needs to be worth enough to me to buy the name brand. If the value is too low, that coupon isn’t worth my time. – Priya A.
NCH’s report data seems to support these readers’ views. It states that coupon redemption is down this year, breaking a three-year growth trend in which coupon use rose every year. The report concludes with this eye-opening statement: “The suppressing effect of offer attractiveness… has significantly reduced the total number of coupons redeemed so far in 2012.”
If redemption continues to drop, perhaps marketers will seek to increase the attractiveness of their coupon offers. The alternative is losing business to store-brand items, especially when many stores are offering coupons for their private-label brands, too. We’ll delve into name-brand products versus store-brand products next week.
Email your own couponing victories and questions to firstname.lastname@example.org.