g these consumers with their promotions. It is likely that manufacturers will be able to reach these consumers at a cost much lower than what the typical FSI costs. But, does this technology address the rarely and never users of coupons?Those who rarely or never use coupons are not likely to take the time to use an in-store kiosk, or scan the additional junk mail that arrives at their door, or to even take a look at the register receipt. These consumers have not expressed an interest in couponing before, and although the redemption method is much easier with the card, it does not address the problem of communicating the promotional offer in the first instance. Although this does not bode well for reaching these consumers, overall the future of this technology as a sales promotion device does look bright for both consumers and manufacturers. VI.THE FUTUREIn the future consumers will not have to contend with the mass of coupons in the Sunday FSI’s. Retailers are broadening their promotional mix to address those consumers who do not, and probably never will, clip coupons. At the same time those who use coupons will still receive their promotional offers via new targeting and channeling methods, which will continue to appeal to their willingness to switch brands for a bargain. As the technology of target marketing progresses, less and less reliance will be placed on FSI’s in the channeling of promotional discounts to consumers. The promotional mix will be targeted differently between those who always or sometimes used coupons, and those who rarely or never used coupons.To appeal to the consumers who always or sometimes used coupons, manufacturers will turn increasingly to the use of data gathering techniques like the Roundy’s Saver’s Club Card, or the Jewel Preferred Customer Card. By specifically identifying these cost conscious consumers, manufacturers will greatly reduce the cost of getting the promotion ...
