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<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width,initial-scale=1"/><meta name="robots" content="max-image-preview:large"/><title>Viewpoint: Study shows coupons change buyer behavior</title><meta name="description" content="Nearly half of shoppers said they loaded coupons to loyalty cards"/><meta property="og:title" content="Viewpoint: Study shows coupons change buyer behavior"/><meta property="og:description" content="Nearly half of shoppers said they loaded coupons to loyalty cards"/><meta property="og:url" content="https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior"/><meta property="og:type" content="article"/><meta property="og:image" content="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt13a25bb0e273f43b/66994352034a4b2cd87fadee/couponviewpoint.jpg?disable=upscale&width=1200&height=630&fit=crop"/><meta property="oc:keywords" content="Consumer Trends"/><link rel="canonical" href="https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior"/><script type="application/ld+json">{"@context":"https://schema.org","@type":"Article","datePublished":"2018-03-15T19:24:00.000Z","dateModified":"2024-08-02T17:25:02.769Z","headline":"Viewpoint: Study shows coupons change buyer behavior","mainEntityOfPage":"https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior","image":{"@type":"ImageObject","url":"https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt13a25bb0e273f43b/66994352034a4b2cd87fadee/couponviewpoint.jpg","caption":"","creditText":"trekandshoot/iStock/Thinkstock"},"author":[{"@type":"Person","name":"Holly Pavlika","image":"","url":"https://www.supermarketnews.com/author/holly-pavlika"}]}</script><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://www.supermarketnews.com"},{"@type":"ListItem","position":2,"name":"Consumer Trends","item":"https://www.supermarketnews.com/grocery-trends-data/consumer-trends"}]}</script><link rel="preload" href="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt13a25bb0e273f43b/66994352034a4b2cd87fadee/couponviewpoint.jpg?width=1280&auto=webp&quality=10&format=jpg&disable=upscale&blur=40" as="image"/><meta property="twitter:card" content="summary"/><script type="text/javascript">window.NREUM||(NREUM={});NREUM.info = {"agent":"","beacon":"bam.eu01.nr-data.net","errorBeacon":"bam.eu01.nr-data.net","licenseKey":"NRJS-26ae6a3b09493bbcc87","applicationID":"514059305","agentToken":null,"applicationTime":13.610028,"transactionName":"MhBSZQoZWEEDU0ZaXgtac0QLDFlfTR9RXF8WAF1UClVCQAdeVkAeExxVRggXX1wWHUFHRAEMHUIQF0FBT1NdRkEKG0McGxBXXAVVH1FEHBBCHBodXlMUWV1B","queueTime":0,"ttGuid":"15346c56a594d71f"}; (window.NREUM||(NREUM={})).init={privacy:{cookies_enabled:true},ajax:{deny_list:["bam.eu01.nr-data.net"]},distributed_tracing:{enabled:true}};(window.NREUM||(NREUM={})).loader_config={agentID:"538480682",accountID:"3936348",trustKey:"3288925",xpid:"Vw8EV1VXABAFVVVSAggEVlE=",licenseKey:"NRJS-26ae6a3b09493bbcc87",applicationID:"514059305"};;/*! 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class="SubMenu-SeeMoreText">See All</span><span data-component="icon" data-name="ChevronRight" class="SubMenu-SeeMoreIcon" style="mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);-webkit-mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></a></div></div><div class="SubMenu-ContentWrapper"><div class="ContentPreview" data-module="content-preview" data-variant="card-vertical"><div class="ContentPreview-Wrapper ContentPreview-Wrapper_variant_cardVertical"><a data-testid="thumbnail" data-discover="true" href="/grocery-operations/san-diego-grocery-outlet-bans-unaccompanied-minors"><div class="ContentPreview-ImageContainer"><span data-testid="content-preview-screen-reader-text" class="ContentPreview-ImageScreenReaderText">Grocery Outlet Bargain Market sign</span><img data-testid="content-preview-image" data-component="image" class="ContentPreview-Image" data-src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt3acaa98618a20e44/6740b3e6e74970f8b14a1186/NEW_Grocery_Outlet_Sign.png?width=700&auto=webp&quality=80&disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt3acaa98618a20e44/6740b3e6e74970f8b14a1186/NEW_Grocery_Outlet_Sign.png?width=700&auto=webp&quality=80&disable=upscale" loading="lazy" alt="" title=""/></div></a><a data-component="keyword" class="Keyword Keyword_variant_standard Keyword_title_groceryOperations ContentPreview-Category" data-discover="true" href="/grocery-operations">Grocery Operations</a><div class="VerticalCard"><div class="VerticalCard-Body"><a class="VerticalCard-Title VerticalCard-Title_displayOption_default" data-testid="preview-default-title" data-discover="true" href="/grocery-operations/san-diego-grocery-outlet-bans-unaccompanied-minors">San Diego Grocery Outlet bans unaccompanied minors</a><a class="VerticalCard-Title VerticalCard-Title_displayOption_mobile" data-testid="preview-mobile-title" data-discover="true" href="/grocery-operations/san-diego-grocery-outlet-bans-unaccompanied-minors">San Diego Grocery Outlet bans unaccompanied minors</a><div class="Contributors Contributors_variant_slimline VerticalCard-ContributorsWrapper" data-component="contributors"><div class="Contributors-InfoWrapper"><span class="Contributors-ByText" data-testid="by-text">by</span><a class="Contributors-ContributorName" data-testid="contributor-name" data-discover="true" href="/author/timothy-inklebarger">Timothy Inklebarger</a></div></div></div><div class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Nov 22, 2024</span><div data-module="card-time" class="CardTime"><div data-component="article-read-time" class="ArticleReadTime ArticleReadTime_size_small CardTime-ReadTime"><span>1 Min Read</span></div></div></div></div></div></div><div class="ContentPreview" 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class="Contributors-ByText" data-testid="by-text">by</span><a class="Contributors-ContributorName" data-testid="contributor-name" data-discover="true" href="/author/bill-wilson">Bill Wilson</a></div></div></div><div class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Nov 20, 2024</span><div data-module="card-time" class="CardTime"><div data-component="article-read-time" class="ArticleReadTime ArticleReadTime_size_small CardTime-ReadTime"><span>2 Min Read</span></div></div></div></div></div></div></div></div></div></div></div></div></div><div class="MainMenu-MenuItemWrapper"><div class="MainMenu-MenuItem" role="menuitem" tabindex="0" data-testid="openSubMenu" aria-label="Open Sub menu of Grocery Trends & Data"><span class="MainMenu-MainTitle">Grocery Trends & Data<span data-component="icon" data-name="ChevronDown" class="MainMenu-SubMenuIcon" 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Wellness</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-trends-data/organic-natural">Organic & Natural</a></li></ul><ul class="SubMenu-CasualLinkList"><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-trends-data/cpg">CPG</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-trends-data/new-cpg-products">New CPG Products</a></li></ul></div></div><div class="SubMenu-RecentContentWrapper" data-testid="recent"><div class="SubMenu-RecentContentHeading"><h4 data-testid="recent-title" class="SubMenu-RecentText">Recent in <a class="SubMenu-RecentTopicTerm" data-discover="true" href="/grocery-trends-data">Grocery Trends & Data</a></h4><div data-testid="see-more" class="SubMenu-SeeMore"><a class="SubMenu-MoreContent" data-discover="true" href="/grocery-trends-data"><span class="SubMenu-SeeMoreText">See All</span><span data-component="icon" data-name="ChevronRight" class="SubMenu-SeeMoreIcon" style="mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);-webkit-mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></a></div></div><div class="SubMenu-ContentWrapper"><div class="ContentPreview" data-module="content-preview" data-variant="card-vertical"><div class="ContentPreview-Wrapper ContentPreview-Wrapper_variant_cardVertical"><a data-testid="thumbnail" data-discover="true" href="/grocery-trends-data/there-is-one-clear-winner-in-walmart-vs-target-for-q3"><div class="ContentPreview-ImageContainer"><span data-testid="content-preview-screen-reader-text" class="ContentPreview-ImageScreenReaderText">The Walmart logo on a Walmart store on the left and the Target bullseye on a Target store on the right.</span><img data-testid="content-preview-image" data-component="image" class="ContentPreview-Image" data-src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt19f373aef5eb60a6/6744e3c9aa046f503c63de0c/The_Walmart_logo_on_a_Walmart_store_on_the_left_and_the_Target_bullseye_on_a_Target_store_on_the_right.png?width=700&auto=webp&quality=80&disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt19f373aef5eb60a6/6744e3c9aa046f503c63de0c/The_Walmart_logo_on_a_Walmart_store_on_the_left_and_the_Target_bullseye_on_a_Target_store_on_the_right.png?width=700&auto=webp&quality=80&disable=upscale" loading="lazy" alt="" title=""/></div></a><a data-component="keyword" class="Keyword Keyword_variant_standard Keyword_title_groceryTrendsData ContentPreview-Category" data-discover="true" href="/grocery-trends-data">Grocery Trends & Data</a><a class="ContentPreview-IconWrapper" title="Link to all video" data-testid="content-preview-icon-link" data-discover="true" href="/videos"><span data-component="icon" data-name="Play" class="ContentPreview-Icon" style="mask-image:url(/build/_assets/Play-CLWHZVKX.svg);-webkit-mask-image:url(/build/_assets/Play-CLWHZVKX.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></a><div class="VerticalCard"><div class="VerticalCard-Body"><a class="VerticalCard-Title VerticalCard-Title_displayOption_default" data-testid="preview-default-title" style="margin-bottom:0" data-discover="true" href="/grocery-trends-data/there-is-one-clear-winner-in-walmart-vs-target-for-q3">5 things top news: There is one clear winner in Walmart vs. Target for Q3</a><a class="VerticalCard-Title VerticalCard-Title_displayOption_mobile" data-testid="preview-mobile-title" style="margin-bottom:0" data-discover="true" href="/grocery-trends-data/there-is-one-clear-winner-in-walmart-vs-target-for-q3">5 things top news: There is one clear winner in Walmart vs. Target for Q3</a></div><div class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Nov 25, 2024</span></div></div></div></div><div class="ContentPreview" data-module="content-preview" data-variant="card-vertical"><div class="ContentPreview-Wrapper ContentPreview-Wrapper_variant_cardVertical"><a data-testid="thumbnail" data-discover="true" href="/grocery-trends-data/the-retail-daily-podcast"><div class="ContentPreview-ImageContainer"><span data-testid="content-preview-screen-reader-text" class="ContentPreview-ImageScreenReaderText">thumbnail</span><img data-testid="content-preview-image" data-component="image" class="ContentPreview-Image" data-src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/bltf92eed6d20d4f8bf/66d7621842be9e00f8df9699/The_Retail_Daily_Podcast_logo.png?width=700&auto=webp&quality=80&disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/bltf92eed6d20d4f8bf/66d7621842be9e00f8df9699/The_Retail_Daily_Podcast_logo.png?width=700&auto=webp&quality=80&disable=upscale" loading="lazy" alt="" title=""/></div></a><a data-component="keyword" class="Keyword Keyword_variant_standard Keyword_title_groceryTrendsData ContentPreview-Category" data-discover="true" href="/grocery-trends-data">Grocery Trends & Data</a><a class="ContentPreview-IconWrapper" title="Link to all podcast" data-testid="content-preview-icon-link" data-discover="true" href="/podcasts"><span data-component="icon" data-name="Microphone" class="ContentPreview-Icon" style="mask-image:url(/build/_assets/Microphone-W4D26BPI.svg);-webkit-mask-image:url(/build/_assets/Microphone-W4D26BPI.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></a><div class="VerticalCard"><div class="VerticalCard-Body"><a class="VerticalCard-Title VerticalCard-Title_displayOption_default" data-testid="preview-default-title" style="margin-bottom:0" data-discover="true" href="/grocery-trends-data/the-retail-daily-podcast">The Retail Daily podcast</a><a class="VerticalCard-Title VerticalCard-Title_displayOption_mobile" data-testid="preview-mobile-title" style="margin-bottom:0" data-discover="true" href="/grocery-trends-data/the-retail-daily-podcast">The Retail Daily podcast</a></div><div class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Nov 25, 2024</span></div></div></div></div></div></div></div></div></div></div></div><div class="MainMenu-MenuItemWrapper"><div class="MainMenu-MenuItem" role="menuitem" tabindex="0" data-testid="openSubMenu" aria-label="Open Sub menu of Grocery Categories"><span class="MainMenu-MainTitle"> Grocery Categories<span data-component="icon" data-name="ChevronDown" class="MainMenu-SubMenuIcon" style="mask-image:url(/build/_assets/ChevronDown-PF4EH6J6.svg);-webkit-mask-image:url(/build/_assets/ChevronDown-PF4EH6J6.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></span></div><div class="MainMenu-SubMenuWrapper"><div class="MainMenu-SubMenuContent"><div data-module="sub-menu" class="SubMenu MainMenu-SubMenu" role="presentation"><div class="SubMenu-Container"><div class="SubMenu-RelatedTopicsWrapper"><h4 class="SubMenu-RelatedTopics">Related Topics</h4><div class="SubMenu-CasualLinkWrapper" data-testid="related"><ul class="SubMenu-CasualLinkList"><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/bakery"> Bakery</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/beverages">Beverages</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/nonfood-pharmacy"> Nonfood & Pharmacy</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/fresh-produce"> Fresh Produce</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/deli"> Deli</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/prepared-foods"> Prepared Foods</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/meat"> Meat</a></li></ul><ul class="SubMenu-CasualLinkList"><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/seafood"> Seafood</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/dairy"> Dairy</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/center-store"> Center Store</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/frozen"> Frozen</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/private-label"> Private Label</a></li><li class="SubMenu-CasualLinkItem"><a class="SubMenu-ItemLink" data-testid="sub-menu-item-link" data-discover="true" href="/grocery-categories/hbc-health-beauty">HBC Health & Beauty</a></li></ul></div></div><div class="SubMenu-RecentContentWrapper" data-testid="recent"><div class="SubMenu-RecentContentHeading"><h4 data-testid="recent-title" class="SubMenu-RecentText">Recent in <a class="SubMenu-RecentTopicTerm" data-discover="true" href="/grocery-categories"> Grocery Categories</a></h4><div data-testid="see-more" class="SubMenu-SeeMore"><a class="SubMenu-MoreContent" data-discover="true" href="/grocery-categories"><span class="SubMenu-SeeMoreText">See All</span><span data-component="icon" data-name="ChevronRight" class="SubMenu-SeeMoreIcon" style="mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);-webkit-mask-image:url(/build/_assets/ChevronRight-NHDKEYGJ.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></a></div></div><div class="SubMenu-ContentWrapper"><div class="ContentPreview" data-module="content-preview" data-variant="card-vertical"><div class="ContentPreview-Wrapper ContentPreview-Wrapper_variant_cardVertical"><a data-testid="thumbnail" data-discover="true" href="/grocery-categories/category-update-nature-and-manmade-disasters-help-with-september-food-sales"><div class="ContentPreview-ImageContainer"><span data-testid="content-preview-screen-reader-text" class="ContentPreview-ImageScreenReaderText">A blurred picture of a frozen food section in a grocery store.</span><img data-testid="content-preview-image" data-component="image" class="ContentPreview-Image" data-src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/bltb5b554d1806a3626/671002f30e9ac7ec96ea6927/A_blurred_picture_of_a_frozen_food_aisle_in_a_grocery_store.png?width=700&auto=webp&quality=80&disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/bltb5b554d1806a3626/671002f30e9ac7ec96ea6927/A_blurred_picture_of_a_frozen_food_aisle_in_a_grocery_store.png?width=700&auto=webp&quality=80&disable=upscale" loading="lazy" alt="" title=""/></div></a><a data-component="keyword" class="Keyword Keyword_variant_standard Keyword_title_groceryCategories ContentPreview-Category" data-discover="true" href="/grocery-categories">Grocery Categories</a><div class="VerticalCard"><div class="VerticalCard-Body"><a class="VerticalCard-Title VerticalCard-Title_displayOption_default" data-testid="preview-default-title" data-discover="true" href="/grocery-categories/category-update-nature-and-manmade-disasters-help-with-september-food-sales">Category update: Nature and manmade disasters help with September food sales</a><a class="VerticalCard-Title VerticalCard-Title_displayOption_mobile" data-testid="preview-mobile-title" data-discover="true" href="/grocery-categories/category-update-nature-and-manmade-disasters-help-with-september-food-sales">Category update: Nature and manmade disasters help with September food sales</a><div class="Contributors Contributors_variant_slimline VerticalCard-ContributorsWrapper" data-component="contributors"><div class="Contributors-InfoWrapper"><span class="Contributors-ByText" data-testid="by-text">by</span><a class="Contributors-ContributorName" data-testid="contributor-name" data-discover="true" href="/author/bill-wilson">Bill Wilson</a></div></div></div><div class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Oct 16, 2024</span><div data-module="card-time" class="CardTime"><div data-component="article-read-time" class="ArticleReadTime ArticleReadTime_size_small CardTime-ReadTime"><span>7 Min Read</span></div></div></div></div></div></div><div class="ContentPreview" data-module="content-preview" data-variant="card-vertical"><div class="ContentPreview-Wrapper ContentPreview-Wrapper_variant_cardVertical"><a data-testid="thumbnail" data-discover="true" href="/new-cpg-products/southeastern-grocers-now-carries-blender-bites-smoothies"><div class="ContentPreview-ImageContainer"><span data-testid="content-preview-screen-reader-text" class="ContentPreview-ImageScreenReaderText">BlenderBites.png</span><img data-testid="content-preview-image" data-component="image" class="ContentPreview-Image" data-src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt83142a1778cdff79/6699a7a2b4cfc40d1034ab85/BlenderBites.png?width=700&auto=webp&quality=80&disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt83142a1778cdff79/6699a7a2b4cfc40d1034ab85/BlenderBites.png?width=700&auto=webp&quality=80&disable=upscale" loading="lazy" alt="" title=""/></div></a><a data-component="keyword" class="Keyword Keyword_variant_standard Keyword_title_newCpgProducts ContentPreview-Category" data-discover="true" href="/grocery-trends-data/new-cpg-products">New CPG Products</a><div class="VerticalCard"><div class="VerticalCard-Body"><a class="VerticalCard-Title VerticalCard-Title_displayOption_default" data-testid="preview-default-title" data-discover="true" href="/new-cpg-products/southeastern-grocers-now-carries-blender-bites-smoothies">Southeastern Grocers now carries Blender Bites smoothies</a><a class="VerticalCard-Title VerticalCard-Title_displayOption_mobile" data-testid="preview-mobile-title" data-discover="true" href="/new-cpg-products/southeastern-grocers-now-carries-blender-bites-smoothies">Southeastern Grocers now carries Blender Bites smoothies</a><div class="Contributors Contributors_variant_slimline VerticalCard-ContributorsWrapper" data-component="contributors"><div class="Contributors-InfoWrapper"><span class="Contributors-ByText" data-testid="by-text">by</span><a class="Contributors-ContributorName" data-testid="contributor-name" data-discover="true" href="/author/timothy-inklebarger">Timothy Inklebarger</a></div></div></div><div class="VerticalCard-Footer"><span class="VerticalCard-Date" data-testid="vertical-card-date">Feb 20, 2024</span><div data-module="card-time" class="CardTime"><div data-component="article-read-time" class="ArticleReadTime ArticleReadTime_size_small CardTime-ReadTime"><span>1 Min Read</span></div></div></div></div></div></div></div></div></div></div></div></div></div></div><div class="MainMenu-SearchButtonWrapper"><button data-testid="mainMenu-SearchButton" aria-label="Open Search" class="MainMenu-SearchButton"><span data-component="icon" data-name="Search" class="MainMenu-SearchButtonIcon" style="mask-image:url(/build/_assets/Search-T2ANYVG5.svg);-webkit-mask-image:url(/build/_assets/Search-T2ANYVG5.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></button></div></div><div class="MainMenu-SearchWrapper"><div class="FullScreenBackground MainMenu-SearchBackground MainMenu-SearchBackground_withSearchBar"></div><button data-testid="mainMenu-SearchCloseButton" class="MainMenu-SearchCloseButton" aria-label="Close Search"><span data-component="icon" data-name="Close" class="MainMenu-SearchCloseIcon" style="mask-image:url(/build/_assets/Close-KKOYAUD6.svg);-webkit-mask-image:url(/build/_assets/Close-KKOYAUD6.svg);mask-repeat:no-repeat;-webkit-mask-repeat:no-repeat;-webkit-mask-position:center;-webkit-mask-size:contain"></span></button></div></div></div></div></nav><div class="SponsorBar" data-component="sponsor-bar"><div class="SponsorBar-Wrapper"><span class="SponsorBar-Sponsored" data-testid="sponsored">Sponsored By</span><div class="SponsorBar-LogosWrapper"></div></div></div><section class="Layout-Section"><div id="iiris-identity" data-testid="iris-identity" configid="7f760da6975f3a715e6fb75daa61fc21"></div><div data-template="article"><div class="TwoColumnLayout"><div id="portal-root"></div><div class="TwoColumnLayout-Head"><div class="ArticleBase-Header"><ul class="ArticleBase-Topics" data-testid="article-topics"><li class="ArticleBase-Topic"><a data-component="keyword" class="Keyword Keyword_variant_category Keyword_title_consumerTrends" data-discover="true" href="/grocery-trends-data/consumer-trends">Consumer Trends</a></li></ul><a class="ArticleBase-Header" data-testid="article-base-header"><a data-discover="true" href="/program/viewpoints"><div data-component="program-header" class="ProgramHeader ProgramHeader_mode_light"><div data-testid="program-header-content" class="ProgramHeader-Content ProgramHeader-Content_mode_light" style="background-color:#undefined"><div class="ProgramHeader-ProgramName" data-testid="program-name">Viewpoints</div><div class="ProgramHeader-Description ProgramHeader-Description_mode_light" data-testid="program-header-description"><p>A forum for contributed pieces from industry thought leaders, retailers, wholesalers and manufacturers. The views expressed are those of the authors.</p></div></div><div class=""></div></div></a></a><div><h1 class="ArticleBase-HeaderTitle"><noscript><span class="ArticleBase-LargeTitle">Viewpoint: Study shows coupons change buyer behavior</span></noscript><span class="ArticleBase-DefaultTitle" data-testid="article-default-title">Viewpoint: Study shows coupons change buyer behavior</span></h1><p class="ArticleBase-HeaderSummary" data-testid="article-summary">Nearly half of shoppers said they loaded coupons to loyalty cards</p></div></div></div><div class="TwoColumnLayout-Content"><div class="TwoColumnLayout-Body"><div class="ArticleBase-Body" data-testid="article-base-body"><div class="ArticleBase-Contributors" data-testid="article-base-contributors"><div class="Contributors Contributors_variant_normal Contributors_hasAvatar" data-component="contributors"><div class="Contributors-AvatarWrapper"><a class="Contributors-AvatarLink" aria-label="Holly Pavlika" data-discover="true" href="/author/holly-pavlika"><img aria-hidden="true" data-testid="contributor-avatar" data-component="image" class="Contributors-Avatar" data-src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/bltf299df14ccdb937f/65d32c4736b59c040a29a199/theme1_placeholder_avatar.png?width=100&auto=webp&quality=80&disable=upscale" src="https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/bltf299df14ccdb937f/65d32c4736b59c040a29a199/theme1_placeholder_avatar.png?width=100&auto=webp&quality=80&disable=upscale" loading="lazy" alt="Picture of Holly Pavlika" title="Picture of Holly Pavlika"/></a></div><div class="Contributors-InfoWrapper"><a class="Contributors-ContributorName" data-testid="contributor-name" data-discover="true" href="/author/holly-pavlika">Holly Pavlika</a><p class="Contributors-Date" data-testid="contributors-date">March 15, 2018</p></div></div><div data-component="article-read-time" class="ArticleReadTime ArticleReadTime_size_normal"><span 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alt="couponviewpoint.jpg" title="couponviewpoint.jpg"/></div><div class="CaptionedContent-Caption" data-testid="captioned-content-caption"><span class="CaptionedContent-CreditTo">trekandshoot/iStock/Thinkstock</span></div></div></div><div class="SocialShare"><div data-component="social-share" class="SocialShare SocialShare_variant_button ArticleBase-SocialShare ArticleBase-SocialShare_first"><a target="_blank" rel="noreferrer" aria-label="Linkedin" href="https://www.linkedin.com/sharing/share-offsite/?url=https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior"><span class="SocialShare-IconWrapper SocialShare-IconWrapper_variant_button"><span data-component="icon" data-name="Linkedin" class="SocialShare-Icon SocialShare-Icon_variant_button SocialShare-Icon_type_linkedin" 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ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Every year for the past 25 years, we have examined coupon activity, i.e., distribution, redemption, average face value, etc., for the prior year and combined the data with historical data to illustrate activity trends over the last five years. From there, we create The Inmar Promotion Industry Analysis (PIA) and our Shopper Behavior Study, which highlight shopper behavior to provide thought leadership on a multitude of relevant topics.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">The 2017 study revealed that coupons have a notable impact as 45% of shoppers claimed they loaded coupons to their loyalty cards, up from 37% in 2016, and among regular Load-to-Card coupon users, 90% said the coupon changed their behavior.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Shoppers who have coupons buy more, buy sooner and buy brands they might not have otherwise considered.</span></span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Despite being time-strapped and over-committed, shoppers are carefully and consistently planning their shopping trips when they’re going for groceries. Enabled by the increasing availability of digital coupons (and their ease of acquisition) shoppers are using digital coupons to decide what makes their lists and protect their budgets.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Surveyed shoppers say coupons will cause them to change their actions:</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● 39.1% would buy sooner</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● 39% said they would buy a brand they otherwise would not</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● 38.5% said they’d buy more</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● 29.9% said they’d buy a different product (within a brand)</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● 18.1% said they’d switch back</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Digital coupons are seeing five consecutive years of double-digit growth.</span></span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">In a marketplace where other methods of distribution are facing continuing challenges, digital coupons are seeing double-digit growth for the fifth year. The share of redemption for Load-to-Card has increased 587% from 2013 to 2017, while Print-at-Home (-27%) and Free-Standing Inserts (-21%) showed declines over the same time period. In addition:</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● 77% of shoppers claimed to have made a shopping list prior to going to the store</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● 40% of shoppers claimed to look for digital coupons before going to the store</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Marketers must be ever-more strategic in how they use promotions to engage and activate shoppers.</span></span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Brands must embrace mobile and digital solutions: Shoppers continue to demand convenience when looking for ways to save on groceries and are turning more and more to easily acquired Load-to-Card coupons (L2C). Marketers have been increasingly responsive to consumer demand and have been significantly increasing their distribution of Load-to-Card coupons.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● Marketers distributed 38% more Load-to-Card coupons in 2017 compared to 2016.</span><br/><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">● Redemption of these digital coupons has increased 67% in 2017 compared to 2016.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Eighty percent of shoppers admit that they’re more likely to purchase from and interact with a brand that offers an engaging mobile experience. (Source: Huffington Post)</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Print-at-Home coupons are no longer being perceived as a digital solution for shoppers. With distribution down 15% and redemption down 33%, shoppers are clearly rejecting PAH and looking for true digital solutions such as L2C.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Brands need to meet shoppers where they are on their shopping journey.</span></span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Audiences such as Millennial moms look for offers pre, during and post the shopping journey. It is paramount that retailers understand that today’s shoppers are searching for convenience and savings all across the digital and mobile landscape.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_bold">Brands need to increase their spend in digital coupons.</span></span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">It’s never been more evident that due consideration should be given to paper coupons with the growing popularity of digital coupons. Free-Standing Inserts found in the Sunday newspaper continue to dominate both distribution and redemption.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">However, that dominance in redemption is a reflection of the disproportionate number of these coupons available versus other, more popular, coupon types. Free-Standing Inserts made up 90.8% = of all coupons distributed, and 34.6% of all coupons redeemed in 2017, while other methods like Load-to-Card made up 1.1% of all coupons distributed and 10.9% of all coupons redeemed.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text">Generation Z, Millennials, busy shopping parents and even Boomers are just finding digital coupons to be more convenient and easier to use whether at convenience, supermarket, mass merchandisers or drug stores. The retailers and brands that will win with these shoppers are those integrating digital promotions into all of their marketing efforts.</span></p><p class="ContentParagraph ContentParagraph_align_left" data-testid="content-paragraph"><span class="ContentText ContentText_variant_bodyNormal" data-testid="content-text"><span class="ContentText-BodyTextChunk ContentText-BodyTextChunk_italic">Holly Pavlika is the SVP marketing and content for Inmar.</span></span></p></div></div><div class="SocialShare"><div data-component="social-share" class="SocialShare SocialShare_variant_button ArticleBase-SocialShare ArticleBase-SocialShare_second"><a target="_blank" rel="noreferrer" aria-label="Linkedin" href="https://www.linkedin.com/sharing/share-offsite/?url=https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior"><span class="SocialShare-IconWrapper SocialShare-IconWrapper_variant_button"><span data-component="icon" data-name="Linkedin" 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behavior","authoredBy":"admin","authoredOn":"2018-03-15T15:24:36.000Z","oldUrl":"/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior","buyersJourney":"","contributors":[{"title":"Holly Pavlika","name":"Holly Pavlika","companyName":"","role":"","avatar":"","link":"/author/holly-pavlika","tagLine":"","summary":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"italic"}],"text":"Holly Pavlika is the SVP marketing and content for Inmar."}]}]}],"readTime":3,"newsletterSignUpPromo":{"title":"Stay up-to-date on the latest food retail news and trends","message":"Subscribe to free eNewsletters from Supermarket News","newsletterId":"blt091ccea0f51d7622","buttonText":"Sign Up Now","variant":"vertical","mode":"light"},"socialShare":[{"type":"Linkedin","url":"https://www.linkedin.com/sharing/share-offsite/?url=https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior"},{"type":"Facebook","url":"http://www.facebook.com/sharer/sharer.php?u=https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior"},{"type":"Twitter","url":"http://www.twitter.com/intent/tweet?url=https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior"},{"type":"Reddit","url":"https://www.reddit.com/submit?url=https://www.supermarketnews.com/consumer-trends/viewpoint-study-shows-coupons-change-buyer-behavior\u0026title=Viewpoint%3A%20Study%20shows%20coupons%20change%20buyer%20behavior"},{"type":"Email","url":"mailto:?subject=Viewpoint: Study shows coupons change buyer behavior\u0026body=I%20thought%20the%20following%20from%20Supermarket%20News%20might%20interest%20you.%0D%0A%0D%0A%20Viewpoint%3A%20Study%20shows%20coupons%20change%20buyer%20behavior%0D%0Ahttps%3A%2F%2Fwww.supermarketnews.com%2Fconsumer-trends%2Fviewpoint-study-shows-coupons-change-buyer-behavior"},{"type":"Print","url":"/"}],"publishedDate":"2018-03-15T19:24:00.000Z","keywords":[],"atAGlance":[],"bodyJson":[{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Every year for the past 25 years, we have examined coupon activity, i.e., distribution, redemption, average face value, etc., for the prior year and combined the data with historical data to illustrate activity trends over the last five years. From there, we create The Inmar Promotion Industry Analysis (PIA) and our Shopper Behavior Study, which highlight shopper behavior to provide thought leadership on a multitude of relevant topics."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"The 2017 study revealed that coupons have a notable impact as 45% of shoppers claimed they loaded coupons to their loyalty cards, up from 37% in 2016, and among regular Load-to-Card coupon users, 90% said the coupon changed their behavior."}]},{"type":"ad","pos":"300_1v_article"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Shoppers who have coupons buy more, buy sooner and buy brands they might not have otherwise considered."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Despite being time-strapped and over-committed, shoppers are carefully and consistently planning their shopping trips when they’re going for groceries. Enabled by the increasing availability of digital coupons (and their ease of acquisition) shoppers are using digital coupons to decide what makes their lists and protect their budgets."}]},{"type":"ad","pos":"native_1v"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Surveyed shoppers say coupons will cause them to change their actions:"}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"● 39.1% would buy sooner"},{"type":"hardBreak"},{"type":"text","text":"● 39% said they would buy a brand they otherwise would not"},{"type":"hardBreak"},{"type":"text","text":"● 38.5% said they’d buy more"},{"type":"hardBreak"},{"type":"text","text":"● 29.9% said they’d buy a different product (within a brand)"},{"type":"hardBreak"},{"type":"text","text":"● 18.1% said they’d switch back"}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Digital coupons are seeing five consecutive years of double-digit growth."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"In a marketplace where other methods of distribution are facing continuing challenges, digital coupons are seeing double-digit growth for the fifth year. The share of redemption for Load-to-Card has increased 587% from 2013 to 2017, while Print-at-Home (-27%) and Free-Standing Inserts (-21%) showed declines over the same time period. In addition:"}]},{"type":"ad","pos":"video_v"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"● 77% of shoppers claimed to have made a shopping list prior to going to the store"},{"type":"hardBreak"},{"type":"text","text":"● 40% of shoppers claimed to look for digital coupons before going to the store"}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Marketers must be ever-more strategic in how they use promotions to engage and activate shoppers."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Brands must embrace mobile and digital solutions: Shoppers continue to demand convenience when looking for ways to save on groceries and are turning more and more to easily acquired Load-to-Card coupons (L2C). Marketers have been increasingly responsive to consumer demand and have been significantly increasing their distribution of Load-to-Card coupons."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"● Marketers distributed 38% more Load-to-Card coupons in 2017 compared to 2016."},{"type":"hardBreak"},{"type":"text","text":"● Redemption of these digital coupons has increased 67% in 2017 compared to 2016."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Eighty percent of shoppers admit that they’re more likely to purchase from and interact with a brand that offers an engaging mobile experience. (Source: Huffington Post)"}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Print-at-Home coupons are no longer being perceived as a digital solution for shoppers. With distribution down 15% and redemption down 33%, shoppers are clearly rejecting PAH and looking for true digital solutions such as L2C."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Brands need to meet shoppers where they are on their shopping journey."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Audiences such as Millennial moms look for offers pre, during and post the shopping journey. It is paramount that retailers understand that today’s shoppers are searching for convenience and savings all across the digital and mobile landscape."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"bold"}],"text":"Brands need to increase their spend in digital coupons."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"It’s never been more evident that due consideration should be given to paper coupons with the growing popularity of digital coupons. Free-Standing Inserts found in the Sunday newspaper continue to dominate both distribution and redemption."}]},{"type":"ad","pos":"native_2v"},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"However, that dominance in redemption is a reflection of the disproportionate number of these coupons available versus other, more popular, coupon types. Free-Standing Inserts made up 90.8% = of all coupons distributed, and 34.6% of all coupons redeemed in 2017, while other methods like Load-to-Card made up 1.1% of all coupons distributed and 10.9% of all coupons redeemed."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","text":"Generation Z, Millennials, busy shopping parents and even Boomers are just finding digital coupons to be more convenient and easier to use whether at convenience, supermarket, mass merchandisers or drug stores. The retailers and brands that will win with these shoppers are those integrating digital promotions into all of their marketing efforts."}]},{"type":"paragraph","attrs":{"textAlign":"left"},"content":[{"type":"text","marks":[{"type":"italic"}],"text":"Holly Pavlika is the SVP marketing and content for Inmar."}]}],"contentType":"Article","uid":"blt219f03a8bc83b755","sponsored":{"logoUrl":"","url":"","alt":"","title":"","campaignURL":"","isSponsored":false,"gateWithSiteReg":false,"gateWithExternalForm":"None","externalFormID":""},"featuredImage":{"src":"https://eu-images.contentstack.com/v3/assets/blt58a1f8f560a1ab0e/blt13a25bb0e273f43b/66994352034a4b2cd87fadee/couponviewpoint.jpg","alt":"couponviewpoint.jpg","caption":"","creditTo":"trekandshoot/iStock/Thinkstock"},"contentFormat":{"title":""},"seriesTaxonomy":[],"programTaxonomy":[{"logo":{"url":""},"logoAltText":"Viewpoints","tagline":"\u003cp\u003eA forum for contributed pieces from industry thought leaders, retailers, wholesalers and manufacturers. 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