In todays information age, consumers are used to having information readily available. Consumer goods utilize labels to convey product information. However, space on a label being limited, companies are always looking for ways to maximize the amount of information they can provide to consumers. Instant Redeemable Coupons (IRCs) and Extended Content Labels (ECLs) are the perfect solution. IRCs use an adhesive-backed liner to affix a promotional offer to a package. ECLs add an extended printing surface folded into the final label package for an increase in content.
According to a 2011 report by the Promotion Marketing Association's Coupon Council, instant on-pack coupon redemptions have increased by 32.6% from 2010. The recent economy has trained consumers to be more conscious of "savings opportunities, seeking out products that can be purchased with coupons. Coupons cause consumers to buy more than they otherwise would in a given time period, especially BOGO (buy one, get one) coupons. IRC coupon labels are a cost effective means to attract attention to existing products. Today's consumers are drawn towards savings, more than ever. When two products are side by side the one with the offer will move off the store shelves faster than the one without an offer.
Once the IRCs are applied to the product, the top layer of the coupon is removed revealing the coupon information. Since there is no adhesive on the reverse side, the coupon can be easily peeled off, leaving no residue on the product. The dry-release construction allows the consumer to immediately hand in the coupon to the cashier or mail it in for a discount. IRCs can utilize 3 printing surfaces: the front panel, back panel and base. Companies also use IRCs to bundle products or even entice consumers to try a new product.
Extended Content Labels or Booklet Labels are ideal for companies that have smaller labels or that would just like to have more information on their label. Utilizing ECLs allows brand owners to: include federal and state required regulatory information at legible type sizes; provide value added product information, such as recipes, use instructions for consumers looking to educate themselves about product purchases; keep health and safety information with the product for the entire product life cycle; maintain space for brand and marketing messages; and include multi-lingual content. Economic and sustainability benefits include reduction of SKUs, especially in the case of multiple export countries to reduce printing and inventory costs.
Because of the limited space on a standard label, IRCs and ECLs allow for companies to promote or display additional information about their product right where they need to, on the product itself, without destroying the visual appeal of their packaging.