Coupon clippers go digital

http://www.ft.com/cms/s/0/8736f746-01cd-11de-8199-000077b07658.html

“What we’re seeing is that younger consumers aren’t buying a Sunday newspaper and clipping those coupons,” she says. “The numbers drop off significantly when you are looking at an 18-24 consumer. If she’s not reading the paper and cutting that coupon, where is she? She’s online.”

As the coupon clipper moves on to the web, printable internet coupons appear to be emerging as the dominant strategy for reaching younger consumers, although not all companies are convinced. Procter & Gamble, for instance, says it has opted not to issue printable online coupons because of concerns over potential counterfeiting fraud. Instead, P&G mails coupons to customers who apply online. It is also operating a system for loading coupons on to loyalty cards at both Kroger and its rival Safeway.