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Study: Food nourishes digital coupon growth


Minneapolis - The number of digitally distributed coupons for CPG brands on key websites received nourishment from food shoppers in the first half of 2015.

Overall CPG digital coupon distribution increased by 17%, according to analysis conducted by Kantar Media.

The increase was attributable primarily to food areas. Within food, the dry grocery area, which is historically the largest area in digitally distributed coupons, accounted for much of the growth.

Kantar Media also examined trends in the incentives that various retail channels offered on digitally distributed coupons. In the first half, these incentives reached $1.72 across all areas and retail channels, a 4.2% increase year-over-year.

However, incentive levels varied significantly amongst different retail channels. Dollar channel websites had the lowest level of incentives at $1.41 - 27% below the incentives offered on mass channel websites and significantly below drug channel websites, which offered the greatest incentive at $1.94.

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