Mix Of Paper Versus Mobile Retail Coupons Shifts

Kantar Media’s report on the use of freestanding advertising inserts (FSI) by the top ten U.S. retailers – who account for 81 percent of such advertising – finds Walmart remains the heaviest user, even though it has trimmed pages by a third. In second place was Target, which cut its FSI pages by 25 percent, while Walgreens was third, with a 38.4 percent decrease. The declines in paper couponing may be due to increased use of mobile coupons. Nearly 45 percent of U.S. companies will use mobile coupons this year. Meanwhile, Dollar General and CVS increased their FSI pages.