You can tell people are getting squirrely about money when personal-finance reporters and bloggers begin beating the coupon drum. This coverage is fascinating me; watching the media respond to consumer unease by flinging out coupon articles is like watching a sea anenome contract upon being brushed by a fingertip. It's this mindless, predictable reflex.
When even the media engines associated with more solvent demographics begin to beat the coupon drum, it's time to examine this reflexive coverage. The NYT, home to the deliciously out-of-touch Thursday Styles and Sunday styles sections, recently ran not one, but two items on coupon-bearers: "Time to Break Out the Valpak?" (in the Freakonomics blog on Oct 17, 08) and "Clipping Coupons to Put Food on the Table" (Oct 15, 08). And NPR ran "Economic Downturn Fuels Coupon Use" on Oct 14, 08.
What I find interesting in these "But coupon-clipping really works!" articles: nobody has ever addressed the study which found that coupon users spent 8% more than non-coupon users at the grocery store. I'd love to see if this is still true or not. ("The Coupons Are Actually Cutting You," Money, May 1, 05)
Also, few examine what the industries issuing the coupons get out of the deal, and how those rewards further affect the consumers' choices in the marketplace. MediaPost's "Coupon Tactics Get Interesting" (Oct 15, 08) buries the following insights in the article:
Not only do [email coupons] allow tracking of
conversion, but it provides insight into brick-and-mortar basket
composition that can then be evaluated against online baskets.
[W]ith single-use coupons, it does not take
long to figure out who is posting your coupons to freebie sites. Once
identified, you can create specific strategies for these influential
consumers.
Geotargeting provides the opportunity to
target specific store-level offers or to alter coupon values depending
on how far a subscriber is from your retail outlet. The farther they
are, the more incentive it takes to get them to make the drive.
In any event, I want to see what you think. So: Coupons. Yes or no? Make your case in the comments below.
Previously: I shrug in indifference at coupon clipping, and fail to incite any torch-bearing mobs, possibly because fuel is expensive and rarely availble via coupon.
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