"Last year, we could not get anybody interested, but we have had a show of support from retailers, including one of the big three," said Mishon. "(Solving malredemption) is a long game, and a bit like pulling teeth, but we can't approach it unilaterally or go on the attack."
Last year, ISP director-general Edwin Mutton threatened to gatecrash supermarket shareholder meetings after retailers refused to address an issue that is costing manufacturers £60 million a year.
The ISP's coupon committee is set to meet on 19 September to devise a strategy, which is expected to include a request for retailers, manufacturers and coupon-handlers to increase their technological investment
Recent research has revealed that incorrect coupon redemption is abating. In a survey by CCB fast.MAP/Marketing-GAP, 56 per cent of respondents said they never wrongly redeemed their coupons, compared with 49 per cent last year.
Malredemption occurs when a shopper is given a discount for a product unrelated to the coupon being traded in.
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