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Digital Coupons Use Is Limited

Some 84% of CPGs are now using digital coupons, with 45% using them in a “supporting” role because of its limited scale. Another 42% said they have dipped a “toe in the water” to test the offers, according to a new survey by the Shopper Technology Institute, conducted by Partners in Loyalty Marketing. The reasons these coupons are used, as reported by 13% of respondents, is to do the strategic work of “securing incremental merchandising at key retailers” and to “amplify an integrated marketing campaign.” Not one respondent reported that digital coupons were very successful.

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