Dive Brief:
- Wal-Mart saw an 18% increase in digital coupon “events” at its website, Walmart.com, from 2013 to 2014, according to Kantar Media.
- Freestanding insert (FSI) pages for the world’s largest retailer rose nearly as fast year over year, with a 16% increase.
- Target’s FSI pages fell 11% and its digital coupon events dropped 37% during the same period.
Dive Insight:
Digital coupon “events” online at Walmart.com jumped 18% in 2014, while Target’s fell. Such shifts could indicate changes in market share and sales, according to a report released by Marx Account Solutions, a unit at Kantar Media, since digital coupons signal intent to shop.
FSI pages revealed similar trends for the two chains. Digital couponing throughout retail grew 17% in 2014 from the previous year, while FSI pages grew 12%.
