COUPON DRIVE

Supermarkets and manufacturers are narrowing their approach to coupon merchandising in an effort to target the right consumer for specific reasons.Whether it's to entice new customers into the store, get shoppers to sample a new product or reward the retailers' most loyal customers, many in grocery retailing are moving beyond the tried-and-true freestanding inserts that pull from a broad demographic.

Supermarkets and manufacturers are narrowing their approach to coupon merchandising in an effort to target the right consumer for specific reasons.

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