The Homa Files

No surprise, consumers are more price conscious in the down economy … and companies are responding with a deluge of coupons …

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Excerpted from BrandChannel: Heinz – Back To Brand Basics, And Coupons,  February 19, 2010

Consumers are firmly entrenched in a new money-saving mind-set.

This new behavior includes more meals at home and a dramatic increase in coupon use 

“Coupons are back on shoppers’ radar; the economic downturn has instilled a drive to be smart and frugal about spending, and coupons definitely have a role in fulfilling it.”

Americans cashed in 3.3 billion coupons in 2009, a 27 percent jump from 2008 when the financial crisis tipped the US into recession.

“Brands saw coupons as a key to maintaining brand strength … they stood to lose sales to lower-priced competitors and store brands — so they doubled down, hoping to create brand loyalty once the economic dust settles.”

Full article:
http://www.brandchannel.com/home/post/2010/02/19/Heinz-Back-To-Brand-Basics-And-Coupons.aspx

This entry was posted on February 26, 2010 at 7:23 am and is filed under Mktg - Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.