Industry Eye: Prospecting - Victoria's Secret, Target

Online, Offline Coupons Draw Shoppers
As consumers seek any way to save a buck in these trying economic times, more are turning to coupons. And retailers, both online and off, have taken notice. Consumers increased their coupon use by approximately 20 percent during the first half of 2009, according to the Promotion Marketing Association Coupon Council (PMACC). In fact, double-digit growth in coupon use started in the fourth quarter of 2008 and hasn’t slowed down this year. As a result, integrated retailers have made coupons an integral part of their prospecting efforts — particularly online. Victoria’s Secret, Macy’s, Kohl’s, J.C. Penney and Best Buy all ranked in the top 10 most searched stores for online coupons in July according to RetailMeNot.com, a consumer destination for coupons, discounts and promotional codes for merchandise, travel and services.