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CPG Companies Tinker With Coupon Promotions As Shoppers Search For Bargains

April 5, 2012: 12:44 AM EST
Consumer packaged goods (CPG) companies are tweaking their coupon marketing programs to get the most value from promotions. But the changes being tested – faster expirations, multiple item requirements – don’t appear to be deterring price-conscious shoppers looking for deals. They redeemed $4.6 billion in coupons in 2011, a 12 percent increase from 2010. One researcher found that CPG companies distributed 8.1 percent fewer coupons in 2011, with the decline coming mainly in grocery products. On the other hand, there was an increase in discount offers for health and beauty products, including hair care, eye care and cosmetics.
Teresa F. Lindeman, "Consumers still clipping coupons after manufacturers revise some rules ", Pittsburgh Post-Gazette, April 05, 2012, © PG Publishing Co., Inc
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