Down by a Third, Wal-Mart Still Distributes Most Freestanding Inserts - eMarketer

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Down by a Third, Wal-Mart Still Distributes Most Freestanding Inserts

Decrease in print coupon participation likely because of mobile coupons

January 19, 2016

Print coupons remain an important promotional tool for retailers. And even though Wal-Mart decreased its circulation of freestanding insert (FSI) pages, the big-box retailer still retains the top spot among retailers who distribute these promotional materials, according to 2015 research.

Kantar Media looked at the top 10 US retailers in terms of FSI pages distributed. These retailers accounted for 80.8% of all retail promotional pages distributed.

Wal-Mart was in first place, despite a 33.4% decrease in FSI pages since 2014, and Target took the second spot, also with a substantial 25.2% decrease. Walgreens rounded out the top three, with a 38.4% decrease in FSI pages circulated.

Not every retailer decreased its FSI circulation, however. For example, Dollar General increased its participation by 26.1% and CVS did as well by 23.7%. Publix and Rite Aid also slightly increased their FSI participation.

The decrease in FSI pages may be due to the increase in mobile couponing. Marketers are boosting their efforts to reach coupon clippers via mobile. eMarketer estimates that 44.5% of US companies will use mobile coupons for marketing this year. That’s up 4 percentage points from 2015 and will continue to rise throughout the forecasting period.

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