At Inmar Intelligence, we are driven by a clear purpose: to evolve the shopper experience through innovation, collaboration, and integrity. This mission was at the heart of our presence at the Association for Coupons & Promotions (ACP) 2024 conference, held October 22-23 in Chicago, IL, where we shared actionable insights, cutting-edge technologies, and forward-thinking strategies to meet the needs of today’s shoppers and industry stakeholders.
From understanding what drives consumer behavior today to exploring the transformative potential of AI in the future, we demonstrated a comprehensive approach to addressing the challenges and opportunities within the promotions space. The recognition of Kathy Hayden with the Industry Impact Award further underscored our commitment to driving meaningful change and leading the industry forward.
TRUSTED THOUGHT LEADERSHIP
On stage at ACP 2024, Inmar delivered a holistic view of the shopper journey—combining deep dives into current consumer trends, legislative advocacy, and forward-looking innovations in AI. These sessions offered actionable strategies for brands and retailers to connect with shoppers today while preparing for the demands of tomorrow.
2024 Promotion Trends and Shopper Insights
Bill Beyea, Sr. Manager, Promotion Intelligence Advisory Services, shared a data-driven exploration of how economic pressures are reshaping shopper behavior and influencing promotional strategies. The session reinforced the need for brands to engage shoppers at every step of their journey—from trip preparation to point of purchase—ensuring relevance and value at all touchpoints. Through an analysis of key trends like the surging adoption of digital coupons and the increasing reliance on loyalty programs, Bill identified strategies that empower brands and retailers to adapt to evolving consumer expectations and drive meaningful engagement.
Key Takeaways:
- Digital coupons are becoming the preferred method for savings. Digital redemptions now account for 54% of all coupon use, reflecting shoppers’ growing preference for accessible, personalized offers.
- Shoppers are dedicating more time to planning their trips. 66% of shoppers now spend 30+ minutes preparing for grocery shopping, focusing on meal planning, price comparisons, and finding discounts.
- Loyalty programs are critical for retaining shoppers. 72% of shoppers increased their use of loyalty programs during inflationary periods, highlighting the importance of incentives in navigating financial pressures.
Digital Coupon Legislation – AT RISK: Billions of Dollars in Savings for Consumers
Kathy Hayden, SVP of Strategic Partnerships, MarTech, delivered a pivotal session on the critical role of industry advocacy in preserving consumer access to savings amidst proposed restrictive legislation across six states. In an effort to educate attendees, Kathy highlighted that the perception of digital incentives as discriminatory—due to limited access to Wi-Fi or smartphones—is contradicted by data showing they are widely accessible and relied upon. Kathy warned that enacting such legislation would disrupt manufacturers’ and retailers’ efforts to provide savings through digital incentives, forcing cutbacks on promotions and limiting opportunities for consumers during a time of economic strain.
The session also highlighted the importance of collaboration, led by ACP and Inmar, to educate legislators, empower state associations, and equip shoppers with the tools and knowledge to access digital savings. Kathy called for adopting in-store technologies to address any potential barriers, ensuring that digital incentives remain accessible to all.
Key Takeaways:
- Legislation risks limiting access to savings. Restrictive measures requiring paper equivalents for digital coupons could reduce manufacturers’ and retailers’ ability to offer promotions effectively.
- Digital incentives are accessible to most consumers. Seniors remain the primary focus of the legislation, which assumes limited access to digital tools. However, Pew Research shows 94% of seniors own a cellphone, 76% use a smartphone, and 88% access the internet, with 38% actively looking for digital coupons.
- Collaboration and education are essential. The industry must continue to advocate for balanced solutions while providing resources to educate shoppers and address barriers to access.
AI in Action: Practical Approaches for CPG Marketing Innovation
Orr Orenstein, SVP of Artificial Intelligence and Adam Hobbs, Client Development Director - CPG presented a compelling session on how AI is revolutionizing the promotions and loyalty landscape. They explored AI’s ability to optimize campaign strategies, enhance fraud prevention, and deliver hyper-personalized shopper connections. With a focus on practical applications and forward-looking innovations, the session emphasized AI’s potential to transform how brands engage consumers, create value, and build trust in an increasingly digital marketplace.
Key Takeaways:
- AI is transforming today’s promotional strategies. Machine learning and predictive analytics are enabling brands to deliver personalized incentives and improve fraud prevention in real time.
- Personalization through AI is deepening shopper engagement. Generative AI and natural language processing allow brands to craft tailored offers that resonate with individual shopper behaviors and preferences.
- AI innovations promise even greater possibilities in the future. Real-time content creation and dynamic recommendation systems are set to elevate loyalty strategies while maintaining authenticity.
CELEBRATING EXCELLENCE
Kathy Hayden Honored with Industry Impact Award
Capping off our impactful presence at ACP 2024, Kathy Hayden, SVP of Strategic Partnerships, MarTech, was recognized with the prestigious Industry Impact Award. This honor highlights her significant contributions to the promotions industry and her leadership in driving innovative and collaborative solutions that deliver measurable results.
Kathy’s recognition reflects Inmar’s commitment to advancing the industry through strategic innovation and meaningful partnerships. Her work continues to inspire and drive forward the standards of excellence that define our approach to solving today’s most pressing challenges in the coupons and promotions space.
Congratulations, Kathy!
LOOKING AHEAD
Inmar Intelligence left ACP 2024 energized by the insights shared, connections made, and the recognition of our leadership. By addressing the shopper journey holistically—from understanding current behaviors to exploring AI’s transformative potential—we reaffirm our commitment to advancing innovation and delivering value across the industry.
As shopper expectations continue to evolve, so will our strategies, ensuring that we meet their needs with relevance, precision, and trust. Stay tuned as we build on the momentum from ACP 2024 to shape the future of promotions and shopper engagement.