Are Manufacturer Coupons Still Worth It? A Modern Look at an Old-School Strategy
I recently got into a conversation with another food & bev founder about something that feels a little old-school: manufacturer coupons. Turns out, there’s still a place for them—but only when used intentionally. Here’s what I’ve learned from experience (and what others in the industry are thinking too).
The Challenges of Physical Coupons
High effort, low reward: Printing, stickering, tracking… it’s a lift.
Redemption rates are low: Often under 10%—many offers never convert.
Risk of abuse: Free offers can get misused, especially without tight controls.
Limited analytics: No real-time tracking or digital insights like you’d get with online promos.
Where They Still Work
Seasonal pushes: Holidays or launches where shoppers are deal-hunting.
Retailer motivation: A tangible coupon can energize floor teams and drive secondary placements.
Clearing aged inventory: $2 off or B2G1 deals can help you move aging stock without deep discounts.
Physical vs. Digital vs. Distributor Promotions
Physical Coupons: Great for visibility and sampling, but harder to manage.
Digital Offers: Trackable, flexible, better for email/SMS retargeting—but may not convert in-store.
Distributor/UNFI Deals: Simple for mass discounting, but with less consumer control or brand storytelling.
Tips to Maximize Effectiveness
Avoid covering your branding—coupons should support, not obscure.
Use cost-controlled offers like B2G1 or $X off to avoid runaway giveaways.
Think of coupons as a strategic lever, not a blanket solution.
Final Take
Physical coupons aren’t dead—but they need a purpose. If you’re planning your next retail push or trying to win shelf space, this tool might still have value when used in the right way.
[Call to Action]:
Have you used manufacturer coupons before? What worked? What flopped? Drop me a note—I’d love to compare notes.
