Once the 'Future,' Are Print-at-Home Coupons Already in Decline?
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Digital offers still account for only single-digit percentages of coupon distribution in the U.S. nearly two decades after they first appeared. Now the original form of digital coupons print-at-home offers may already be suffering from old age: The number of coupon prints has been declining 10% annually the past two years, according to Catalina.
That’s based on a study by McKinsey & Co. commissioned by Catalina in doing due diligence for its recently announced acquisition of Cellfire, part of a newer breed of loyalty digital coupon players that loads offers directly to consumers’ loyalty cards or other electronic accounts.
By contrast, McKinsey found the load-to-card mobile and digital coupon format having more than quintupled each of the past two years as marketers shift their focus to digital coupons good only through retailer loyalty programs.
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