FSI Coupon Incentives Continue To Grow
by Jack Loechner, MediaPost
According to a new study from Kantar Media, consumers were offered more than $515 billion in consumer incentives through Free Standing Insert (FSI) coupons in 2015, an increase of 3.7% compared to the previous year. Although the total number of pages distributed fell by 8.1% due in part to decreases in FSI pages that don’t include coupons, the number of coupons circulated increased nominally versus the prior year, and combined with higher face value led to growth in dollars circulated.
Lisa Ekstedt, Director of Custom Solutions, says “… manufacturers and retailers are fine-tuning their respective strategies… print coupons still remain a critical promotional tool… being used more efficiently… fewer pages being distributed… (but) more coupons per page containing higher value offers… manufacturers… limiting their financial exposure… reducing expiration lengths… still benefiting from the advertising impact of the FSI coupon…”
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