Pet retailers FSI activity up in 2009

Free Standing Inserts
Free Standing Inserts

Marx Promotion Intelligence reported that overall Free Standing Insert (FSI) activity rose by 8% in 2009 to more than 272 billion coupons dropped. Pet retailers and pet products were important contributors to this increase.

  • PetSmart rose from 4th in 2008 to 2nd in 2009 in terms of overall FSI pages; Target continues as the #1 retailer on this measure.
  • Pet food and treats were in a three-way tie for sixth for the number of new products introduced via FSI in 2009 with 11, pet products rounded out the top ten with 8 new product introductions.
  • Pet food and treats edged out household cleaning products to claim the #2 spot in number of coupons dropped in 2009; this was a 4% increase over 2008 levels.

The decline in the number of newspapers provides a challenge to the most traditional means of FSI distribution. Retailers and manufacturers are evolving to use targeted direct marketing to keep delivering  coupons to their customers.

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