infoShelf coupons have long-term impact

a study commissioned by in-store media supplier infoNet Media shows the sales impact of coupons using the company's infoShelf display system lasts well beyond the in-store period of the program.In an analysis of 28 couponing programs executed in 1993 and 1994,...

a study commissioned by in-store media supplier infoNet Media shows the sales impact of coupons using the company’s infoShelf display system lasts well beyond the in-store period of the program.

In an analysis of 28 couponing programs executed in 1993 and 1994, across a broad range of product categories, Nielsen Marketing Research found the average sales increase in the two months after an infoShelf coupon promotion was 16.7% and 7.1%, respectively.

When combined with a reported 31% average sales increase during the four-week in-store period, the cumulative sales impact was an average of 54.8% over a 12-week period.

The findings are significant, says infoNet spokesman Bruce Goldstein, because until now, no one knew the residual sales value of the company’s in-store couponing programs.

The methodology matched eight test and eight control stores in one chain banner.

InfoNet media products are available in more than 3,000 supermarkets and drugstores.