When is the last time you cut out a coupon for a discount or a free product? Depending on your age, the answer is probably either never or a long time ago. However, coupons are alive and well, only digital. What to do with them? To FMCG-brands and retailers, digital coupons are an important driver for conversion and online and store traffic. They can be used to stimulate product sales and to lower the threshold for trying out new products. As part of the loyalty programme, these vouchers ensure more engagement from the end user to your company or brand. It is a form of instant reward – people get rewarded immediately for their loyalty. As a company, it gives you the opportunity to follow purchasing patterns and behaviour on an individual level, and to measure the success of campaigns correctly by viewing how many coupons have actually been redeemed. Information that can be used for targeted and personalised promotions based on the purchase history or location of each individual. Conversion, engagement and data are thus the most important benefits of coupons. It is therefore no surprise that digital coupons are being increasingly used: According to Juniper Research, the value of redeemed vouchers will increase to 91 billion dollars in 2022, up from 47 billion dollars this year; an increase of 14.1 percent annually. Western-Europe makes up for almost a quarter of this amount.