Wednesday, September 20, 2006

Coupon cheats

Newspapers and brands spend as much as £70m a year on coupons, but the whole thing could be riddled by fraud.

According to a report on the Marketingblog there is a general consensus, backed by market research, that such mechanisms are being accepted at the checkout without the related product even being bought.

The blog quotes Edwin Mutton, director general of the Institute of Sales Promotion, saying that as much as 30% of coupons have their value/discount easily given without the retailer adhering to the published rules for redemption.

Furthermore, the ISP reckons that this malpractice has doubled in the last year and is only getting worse.

The ISP is backing a campaign to tackle the issue. Read more on the Marketingblog.

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