retail news in context, analysis with attitude

A new study says that "seventy percent of consumer packaged goods coupon users still use print-based coupons such as those in free standing inserts (FSI) typically found in Sunday papers to find savings," and that "traditional FSI coupons are redeemed at a rate eight times that of digital coupons." In addition, the study says, "among heavy CPG coupon users, those using paper coupons spend 8% more annually than their digital counterparts."

And, it says that "millennial coupon users are looking to the FSI – with 63% of this age group using traditional print coupons."

The conclusion: "While digital coupons are an important saving tool, traditional paper coupons are still a predominant player in the world of savings."

The study, not surprisingly, was presented by GfK Custom Research and News America Marketing at the Association of Coupon Professionals' 10th annual Industry Coupon Conference.
KC's View:
Custom research, indeed.

At one point in the summary, it is said that "the new study reveals surprising statistics about consumer coupon usage." Considering who sponsored the study, it would only have been surprising if the study had said anything else ... like, "abandon hope all ye who think that the FSI business has a future."

In this case, I don't care what the numbers say. FSIs have no future. None. Maybe not today, maybe not tomorrow, but soon ... they will become as irrelevant as many of the newspapers into which they are crammed, only to fall onto the floor and then tossed into the recycling bin.

They are the marketing equivalent of buggy whips.