to the consumer, and can be confident they are reaching consumers who have not used their product before. While at the same time the consumer is still having their desire for a bargain and their willingness to switch brands stimulated.These high-tech methods are lost on the consumer who is not interested in bargain hunting. These consumers will not even be receptive to the communication about the promotion. To appeal to these consumers manufacturers will continue to include the in-store POP, on-shelf and on-pack coupons in their promotional mix. This type of channel appeals to these consumers because they are susceptible to impulse buying and the coupon instantly rewards the impulse. Manufacturers will control the use of these tools to limit the rewarding of current customers.Retailers can be expected to continue to pressure manufacturers for more and larger EDLP programs in order to compete with other retailers. This will reward all of the consumers shopping in those stores. Although the consumer will be very pleased with this strategy, it becomes even more important for manufacturers to control the distribution and redemption cost of coupons. A continuing threat to manufacturers will be the growth of Private Label. Consumers are continuing to move toward these products as the quality of the products improves and the prices stay down. However, the electronic solutions offer the manufacturer the first real opportunity to control their costs.Consumers in the future will not have to expend the time and effort required to clip coupons today. Consumer behavior will remain unchanged, most will still take a bargain when it is placed in front of them, but the manufacturers and retailers have finally begun the development and implementation of new appeals to give the consumer what that have always wanted, the easiest bargain available. ...
