Companies designing new promotional labels for their packaging may be tempted to put money-off coupons on them after a survey revealed they are still popular with consumers.

Research carried out by NCH Marketing Services found that 22.6 per cent of all instant, on-pack vouchers are redeemed, the highest rate for any kind of coupon, eMarketer reports.

Regular on-pack printed labels with money-off offers were redeemed 6.9 per cent of the time, while the rate for coupons placed inside packaging was 4.1 per cent.

It may also be worthwhile creating promotional material for supermarket shelf edges, as 9.5 per cent of coupons placed alongside relevant items were utilised by shoppers.

Knowledge Networks pointed out that nearly half of the people who used coupons on packaging from 2008 to 2010 had not bought the product before they spotted the offer.

This follows the recent launch of a trading card giveaway at Morrisons, which offered shoppers the chance to win a holiday at Disneyland.

Denny Bros Ltd, 23 August 2011