October 26, 2010, 2:21 PM

Manufacturers offer consumers more online coupons

A Kantar study finds the number of online manufacturer coupons has increased 60%.

Thad Rueter

Senior Editor

Lead Photo

The number of digital coupons offered by consumer packaged goods manufacturers on retailer, brand and discount web sites has increased 59.9% this year, according to a recent study from Marx, a Kantar Media company that monitors coupon activity across various media.

Marx measured digital coupons offered on the web sites between January and September 2010 and compared that with the same period last year. The study, which focused on the consumer packaged goods manufacturing sector, found that 267 manufacturers offered digital coupons this year, a 23% increase over the same nine-month period last year.

“Digital coupons are becoming a core component within the overall promotion mix for consumer packaged goods manufacturers,” says Mark Nesbitt, president of Kantar Media Intelligence. “Digital promotion tactics continue to evolve as manufacturers gain experience and find-tune best practices related to key web sites, face value, expiration, timing and other factors.”

Manufacturers of dry grocery goods (32.3%), personal care products (16.5%) and refrigerated foods (15.1%) accounted for the largest shares of digital coupons offered over the nine-month period. The share held by health care products, meanwhile, declined to 8.5% from 13.4%.

On retailer web sites, 286 manufacturers offered digital promotions during the nine-month period this year, up 7.1% from last year. This year, by contrast, 271 manufacturers ran retailer promotions in print media, Marx says.  “Digital coupon events on retailer web sites are becoming an attractive opportunity for manufacturers to align with their strategic retail partners to drive shopping trips and increase sales,” says Bob Cristofono, vice president of sales for Marx.

A Marx spokesman would not say how many sites the study covered.

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