Dictionary of Marketing Terms: in-pack coupon
in-pack coupon
device used as a promotional technique to encourage the repurchase of an item or sometimes the purchase of another item made by the same company. The in-pack coupon is enclosed in the package with a product and is redeemable in any outlet where the product named on the coupon is sold. Typically, it offers the next purchase of the named product at a reduced price.
By comparison with other types of coupons, the redemption rate for in-pack coupons is quite high, averaging almost 20%, whereas coupons placed in Sunday newspaper supplements average approximately a 3% redemption rate.
