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Survey: Target.com tops in digital coupon distribution

Minneapolis -- Target.com’s coupon distribution page — coupons.target.com - achieved the highest total average daily visits through the first half of 2013, according to an analysis by Kantar Media Marx. This is almost double the number of average daily visits to other key retail websites tracked by Kantar Media Marx.

The analysis found that in the first half of 2013, average daily visits changed on a number of key sites. Kroger.com grew its average daily visits at its coupon distribution page by 57% in to 94,200, putting Kroger.com in the same league as Target.com, capturing more average daily visits in six months than seven other retailer coupon distribution page’s average daily visits combined. This places Target.com and Kroger.com as two of the most heavily trafficked coupon distribution pages across the retailer websites analyzed by Marx.

Safeway.com’s coupon distribution page increased average daily visits by 436% in the first half of 2013 compared to the year ago period, reaching 42,100 average daily visits. This moved Safeway.com from the No. 5 to the No. 3 position in, behind Kroger.com. CVS.com dropped down from the No. 3 position to the No. 5 position, with 4,900 fewer average daily visits occurring in H1 2013 compared to the same period in the prior year.  

The decrease potentially makes CVS.com less appealing than other key retailer websites analyzed, due to the decrease and lower level of average daily visits. CVS.com has fewer average daily visits than Target.com or Kroger.com, thereby having fewer opportunities in supporting a shopper with coupon offers on their path to purchase at that retailer.

“Not all coupon locations are created equal,” said Darcy Douglas, director, Account Solutions for Kantar Media’s Marx. “Website coupons need exposure to shoppers if they are going to influence the path to purchase.” “Retail websites such as Safeway.com are continuing to enhance programs such as Just for U that may drive additional traffic to their coupon locations. As Safeway continues to innovate by adding new coupon offers daily, shoppers will develop trip planning and shopping behaviors around these initiatives.”

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