le through FSI’s as older consumers. In order to reach these consumers, a more high-tech approach might appeal to them; this must be tempered by an understanding of the consumers need to maintain a sense of privacy. Other demographic changes which have a strong impact on the use of coupons is the continued high consumer confidence in the economy, people don’t feel the pressure to save every penny now. Another significant change for manufacturers to consider is that people are waiting longer to get married and start families. They are not faced with the pressure to care for anyone but themselves, consequently they do not develop the habit of using coupons at an earlier age.To combat the changing market for consumer attention manufacturers and the retail trade have begun to implement some programs which could show the way of the future in couponing and promotion in general. IV.DEVELOPMENTS FOR THE FUTURESeveral grocery retailers have implemented strategies that use some of their high-tech information gathering capabilities to give the retailers and the manufacturers an edge in identifying new customers and changing how those customers buy their groceries. Most notable among these is the Roundy’s Micro Marketing program using the Pick ‘N Save Advantage Plus and Roundy’s Saver’s Club card.The Roundy’s program is similar to American Stores, Inc.’s Jewel unit Preferred Customer Card. The Preferred Customer Card allows a consumer to receive the discounted price as advertised by presenting their card at the time of purchase, no coupons are needed. Roundy’s has taken this idea and gone a step further to allow manufacturers to target reduced prices on potential new users for their products, especially consumers using competing products.Each time a consumer makes a purchase in a Roundy’s or Pick ‘N Save store the data regarding each item purchased is added to the customer dat...
