Here’s a new article from CPG Matters, a trade publication, which discusses Safeway and other retailers moving away from double-coupon promotions in favor of targeted ecoupons, like Just For U:
Double coupons are fading from the marketplace. The latest evidence comes from California where grocery chains Vons and Ralphs recently discontinued their policy of doubling the discounts that brand manufacturers provide on paper coupons. While there aren’t hard statistics to back up the trend, knowledgeable coupon experts recognize a change in tactics.
“There is less ‘bonus couponing’ across the U.S. today than there was years ago,” reports Charles Brown, Vice President, Marketing for NCH Marketing Services, a Valassis Company.
“Grocers are moving away from the non-targeted, non-customer-specific type promotions like double coupons,” reports Richard Thibedeau, Executive Vice President of Operations for Intelligent Clearing Network…
Abandoning double coupon in favor of various electronic loyalty programs is the way that progressive retailers will be competing in the future, predicts Paul Kramer, CEO of CatapultRPM, a consultancy.
While we don’t have much coupon doubling going on in Chicagoland, these kinds of promotions’ days do seem to be numbered in the new marketplace, as customized digital offers continue to rise.
