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Target, CVS and Walgreen's Lead in Private Label Coupon Events

February 8, 2011
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Nearly all of the retailer Web sites it monitors distributed at least one private label digital coupon event in 2010, Kantar Media says.
 

Target.com had the greatest number of private label digital coupon events, including for Target’s Archer Farms, Market Pantry, and Up & Up brands.  Although Up & Up had the greatest number of digital coupon events among these three private label brands, Archer Farms had the greatest number of events per product, which, Kantar Media says, may align with the purchase cycles for the respective products. 

CVS and Walgreen’s ranked second and third respectively behind Target for greatest number of private label digital coupon events in 2010. 
 
Overall, the number of digital coupon events increased by more than 33 percent in 2010 as compared to 2009 across key Web sites tracked by Minneapolis-based Marx, a Kantar Media subsidiary.  Additionally, 290 manufacturers distributed digital coupon offers in 2010, an increase of more than 17 percent compared to 247 manufacturers active in 2009 across these key Web sites. 
 
On the sites monitored by Kantar, August was the most active month for digital coupon events based on 2009’s and 2010’s combined monthly activity.  Although digital coupon activity increased for the full year 2010 compared to 2009, monthly activity was down in August, November and December 2010, versus the same months in 2009.  January had the greatest monthly increase in 2010.
 

 “Digital coupon seasonality aligns with traditional promotion periods, including back-to-school, key holidays, and the post-New Year weeks,” says Bob Cristofono, vice president of sales at Kantar Media Intelligence.

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