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Retail marketers find less is more with coupons
Some major retailers sharply reduced their use of printed free standing inserts (FSIs) last year but the total dollar value of FSIs still grew to a record $515 billion.
The value of free standing insert (FSI) coupons increased 3.7% in 2015 to $515 billion, according to Kantar Media. However, the number of FSI pages distributed fell 8.1% as marketers cut back on pages that didn’t include a coupon. The number of coupons circulated increased nominally versus the prior year, and combined with higher face value led to growth in dollars circulated.

