• by Erik Sass  @eriksass1, July 23, 2012

Amid continuing economic certainty coupons are more popular than ever with U.S. consumers, and Coupons.com is working to increase adoption rates among local businesses with the launch of Brandcaster Retail, an online self-service platform that helps retailers create digital coupon galleries on their Web sites.
 
As with its larger partners, Coupons.com will share revenue with local retailers when consumers use coupons from their sites. Retailers can also opt to include a variety of display advertising operated by Coupons.com on their site, which they can use for their own promotional efforts or sell to other advertisers to generate more revenues.
 
Noting Coupons.com’s experience creating digital coupon galleries for big clients, including grocery and drug store chains, Coupons.com CEO Steven Boal stated: “Brandcaster Retail automates the process, so now retailers of any size can launch coupon galleries on their Web sites and can do so without programming knowledge and without any cost whatsoever.”
 
Despite the popularity of coupons in general, print coupons still predominate, with digital taking a much smaller share of the market. In 2011, digital coupons were still just 1% of all coupons distributed in the U.S.; 89% of all coupons were distributed in freestanding insert coupon booklets, according to a separate study released earlier this year by NCH Marketing Services, which is owned by Valassis.
 
NCH also found considerable growth in coupon use, with the total value of savings associated with coupon redemptions increasing 12% to $4.6 billion in 2011.

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