Steve Litt

Steve Litt
The Redemption Sweet Spot

The overall decline in coupon redemption rates in the U.S. and Canada raises a question as old as coupons themselves: What prompts a consumer to redeem? For an ICOM Information & Communications analysis of coupon redemption drivers, a data pool was assembled that allowed the research to break down coupon redemption trends across a variety of market segments, including health and beauty, food and beverage, and apparel. Information was derived from a 20-year database assembled in the course of designing 6,300 targeted direct mail programs and issuing 425 million coupons to 28 million U.S. and Canadian households. Coupon variables that were analyzed included expiration, value, volume