In a very interesting article posted in late September on Field Marketing and Brand Experience, Valassis announced a move towards making the manufacturers’ coupon business more digital. The concept of digital-clearing of coupons without requiring paper coupons to travel from point A (retail store) to point B (Often Mexico with U.S. coupons). There are tons of issues with digital clearing of coupons but also tons of benefits. It’s unlikely it will ever replace physical coupon settlement and clearinghouse functions (at least anytime soon). It’s a big step for an industry that is over 100 years old and slow to move down the path of innovation.
