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For years, 70 percent of coupons were redeemed in conventional supermarkets yet, in 2008, coupons redeemed at mass merchandisers accounted for almost 20 percent of all coupons redeemed, while conventional supermarkets comprised less than 64 percent of coupon redemption.
The methods marketers are using to distribute coupons are also changing. Methods that gained and lost ground in distribution and redemption volume are:
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