Valassis--King of Coupons

Valassis is also responsible for numerous other innovations that have greatly impacted the coupon market, one of which includes the employment of a new bar code that can capture 240 different pieces of information about a consumer in one small, printed square. A big advancement in database marketing, Liddle claims the new bar code will enable retailers to have easy-to-use, highly detailed information about their customers, so they can mail more customized, personalized special offers that would appeal to those customers.