As economy dips, local customers choose to clip

From the Green Bay Press Gazette: As economy dips, local customers choose to clip

“Coupon use typically rises as the economy slows, said Matthew Tilley, director of marketing for Winston-Salem, N.C.-based CMS, a coupon-processing agent for grocery brands.

The last boom in coupon use was during the tough economic times of the early 1990s, Tilley said.

In 2007, shoppers redeemed 2.6 billion grocery manufacturer coupons, he said. But shoppers could have done much better. Manufacturers distributed 302 billion coupons, worth an average of $1.28 each. Coupon values also increased an average of 10 cents last year, he said.

Tilley’s report does not address new methods of coupon distribution, such as the Internet and direct mail to consumers who have a history of buying the product. But he said that the convenience of such methods is likely to encourage increased coupon use.

“In today’s environment, consumers expect marketing to be contextual and relevant,” he said, “Don’t give me a diaper coupon if I don’t have an infant child at home.”

Overall coupon distribution was up 6 percent in 2007 and distribution of coupons for nonfood products was up nearly 13 percent, Tilley said. Nonfood coupons also increased in face value by about 7 percent, compared with the 5 percent increase in food coupon values.”

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