When I logged in to my iGoogle homepage this morning the first thing I saw was this article from CNN.com
Economic shock gives rise to coupon cutting
Here’s the part I found interesting…and have always wondered about…
As couponing has become more popular, Brown said manufacturers have become more restrictive with their offerings by imposing shorter duration periods and more purchase requirements to get the deal.
“If the consumer is being responsive and using more coupons, the marketer wants to keep that contained so it doesn’t become too costly to them,” Brown said.
Despite the restrictions, Brown said he anticipates continued growth in the use of coupons as people get comfortable with the idea of coupons, which languished in the realm of the frugal shopper.”I think that what we’re seeing is a behavioral change in the consumer that could have lasting effects. If you shift buying patterns and enjoy benefits of doing that, you will likely continue in that pattern,” he said. “For the marketer, it’s an opportunities to bring in more customers and get them to try new
things.”
Why would you want to scale back on something that is driving higher sales? It’s logical and counterintuitive all at the same time!
