In the latest issue of The Checkout: Coupons Report, shoppers rank brands and retailers that have the best coupons.Last year, Bed Bath & Beyond took the no. 1 spot, with the retailer hanging its hat on the frequent distribution of high-face-value coupons to their existing customer base via direct mail, where the likelihood to return to the store is high.
Fast forward to today, after cutting direct-mail spending this past year, Bed Bath & Beyond fell to no. 9 on the list. Meanwhile, JCPenney managed to jump from 15 last year to no. 3. While Bed Bath & Beyond may have dropped the ball with couponing, JCPenney breathed life into its retail brand with the launch of a niche campaign targeting hispanic shoppers with the message of affordable fashion, resulting in the halo effect of general value and savings.