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Report: Digital coupons key at Walmart

Walmart’s digital coupon events on its website soared in the double digits last year versus 2013, according to Marx, a Kantar Media solution.

The retailer had an 18% increase in digital coupon events on Meanwhile, the retailer’s FSI pages increased 16%.

“Digital coupons distributed on a retailer’s website provide relevant incentives to shoppers who are likely planning a trip to that retailer,” Dan Kitrell, VP of Marx Account Solutions at Kantar Media, said in a statement.

In contrast, Target’s digital coupon events on slipped 37%, while its FSI pages slid 11%.

These shifts in advertising and promotion may ultimately translate into shifts in share of shoppers, trips and sales between these two leading retailers, according to the report.

Industrywide, digital couponing events climbed 17%, while FSI coupon events grew 12% in 2014 vs. 2013.

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