What runs in retailer apps: your coupons and your competitors' coupons.
A growing share of promotions runs through retailer apps, often personalized and in no flyer. We show the coupons and app offers in your category, across all major retailer apps.
- Coupons in your category with brand, mechanic, discount, duration and reach, including personalized and app-exclusive ones
- Competitors and private labels: who discounts how often, with which mechanic and at which retailer
- Independent figures for your own promotion planning and the annual negotiations with retailers
- free of charge
- reply within 48 hours
- no presentation meeting needed
- All major retailer apps
- Personalized coupons too
- Your brand and your competitors
- Updated every week
Your coupons and your competitors' coupons, side by side.
We capture the coupons and app offers that participants are shown in retailer apps: with brand, mechanic, discount, duration, position and activation, for branded products and private labels.
Questions this answers
“Which mechanics do competitors and private labels use?”
Your category's coupons side by side: mechanic, discount, duration, reach.
In the example: Beverages“How visible is our coupon in comparison?”
Reach and position of your coupon compared with your competitors', per app.
In the example: Drugstore & beauty“What do we bring to the annual negotiations with the retailer?”
An independent view of joint promotions and a comparison with other retailers.
In the example: Groceries“Is our coupon activated, and how often in comparison?”
Activation rate per coupon, next to your competitors' coupons.
In the example: HouseholdFollow coupons all the way to the receipt in the Customer Journey.
Four real coupon timelines.
As it appeared in the apps, one coupon per category: launch, more retailers, competitors, activation. All figures are people and receipts in the panel, not projections. When you work with us, the brands and companies in each case are named.
Real coupon timeline · brands anonymized
Pasta: a relay race with competitors
A pasta brand appears in three retailer apps one after another within a month. Competitor B starts one day before brand A; competitor C takes over right after.
Spring 2026 · 832 people reached
Retailer types: discounter, supermarket, hypermarket
- Start
- Retailer
- Competition
- End
- Redemption
Seven stations in 31 days, from the first coupon to redemption. Go through the timeline station by station.
Tip: use the arrow keys ← → to step through
Days since the first coupon
Start
App price and end
Guided walkthrough
Go through the coupon timeline station by station.
For each station, we explain what happened and what it tells us.
- 7 stations
- Period: 31 days
- approx. 1 minute
What this case shows
- Competitors in the same app: competitor B arrived one day before brand A, and competitor C took over right after the end.
- A relay race instead of running in parallel: the three retailer coupons follow one another almost seamlessly. 832 people reached, 180 of them in several apps.
- Redemption hinges on one week: none of the captured receipts carried the €1.00-off coupon, while 29 receipts did in the week with the app price.
What it does not show
- Whether the app price caused the purchases. Only captured receipts are counted.
Real coupon timeline · brands anonymized
Laundry care: the competitor strikes back
A laundry care brand starts in two drugstore apps and, three weeks later, reaches six apps across all retailer types. Three days after brand A, competitor B follows up in the same hypermarket with 25% off.
Summer 2026 · 1,207 people reached
Retailer types: discounter, supermarket, hypermarket, drugstore
- Start
- Retailer
- Competition
- End
- Redemption
Seven stations in six weeks, from the drugstore to the supermarket chain. Go through the timeline station by station.
Tip: use the arrow keys ← → to step through
Days since the first coupon
Drugstore
All retailer types
Guided walkthrough
Go through the coupon timeline station by station.
For each station, we explain what happened and what it tells us.
- 7 stations
- Period: 6 weeks
- approx. 1 minute
What this case shows
- The competitor follows up in the same hypermarket three days later with a higher discount; 133 people saw both offers.
- Spread across all retailer types: from two drugstore apps to six apps with 694 people in total in one week. 1,207 people reached, 554 of them in several apps.
- Redemption is concentrated: 34 of the 48 receipts with the coupon come from one drugstore chain; the other, with a similar base, had fewer than 20.
What it does not show
- A genuine campaign launch. The brand is almost permanently present in the drugstore apps; day 1 is its return after a three-week break.
Real coupon timeline · brands anonymized
Oral care: almost the same reach, a different mechanic
An oral care brand appears in eight retailer apps across all four retailer types. Right after that, competitor B follows in the same app with 50% off and reaches almost as many people.
Summer 2026 · 1,226 people reached
Retailer types: discounter, supermarket, hypermarket, drugstore
- Start
- Retailer
- Activation
- Competition
- End
- Redemption
Seven stations in just over five weeks, from the first app to redemption. Go through the timeline station by station.
Tip: use the arrow keys ← → to step through
Days since the first coupon
Start
Competition and end
Guided walkthrough
Go through the coupon timeline station by station.
For each station, we explain what happened and what it tells us.
- 7 stations
- Period: just over 5 weeks
- approx. 1 minute
What this case shows
- Almost the same reach, a different mechanic: in the same app, competitor B reached almost as many people, with 50% off instead of €3 off €9.
- One wave, eight apps, four retailer types: 1,226 people saw at least one coupon, 578 of them in two or more apps.
- Reach is not the same as redemption: the captured receipts included 10 with the €3 coupon, compared with 27 for the competitor.
What it does not show
- Why redemption is low. Minimum spend, price and purchase cycle are possible reasons, but they are not measured.
Real coupon timeline · brands anonymized
Cola: a mechanic per retailer type
A cola brand runs for five weeks with a different mechanic per retailer type: a free-item coupon at the discounter, a bundle at the supermarket. Two cola brands take turns in the same app.
Summer 2026 · 1,062 people reached
Retailer types: discounter, supermarket, hypermarket, drugstore
- Start
- Retailer
- Competition
- Activation
- End
- Redemption
Seven stations in five weeks, from the first coupon to redemption. Go through the timeline station by station.
Tip: use the arrow keys ← → to step through
Days since the first coupon
Start
End and redemption
Guided walkthrough
Go through the coupon timeline station by station.
For each station, we explain what happened and what it tells us.
- 7 stations
- Period: 5 weeks
- approx. 1 minute
What this case shows
- A mechanic per retailer type: free-item coupons at the discounters, bundles and app prices at the supermarket, a free can with a minimum purchase at the hypermarket. 1,062 people reached, 434 of them in several apps.
- Two cola brands take turns in the same app; 231 people saw both offers.
- The free-item coupon gets redeemed: of 138 people with a coupon and a receipt from the chain, 72 redeemed. In the pasta case, it was 16 of 138.
What it does not show
- The brand's other waves. It is present with coupons almost continuously; the case shows one wave.
The cases show how coupons become visible in the panel. Redemptions only count on receipts captured in the panel. We only show aggregated values, never individual people.
Measured, not asked.
Murmuras passively measures what actually happens on the smartphone. Around 3,000 participants in Germany have voluntarily installed the Murmuras app for this purpose. They were recruited with quotas for age, gender and region, and are compensated for the digital measurement. In Switzerland, we run a similar digital measurement with around 1,000 participants through our partner Media Focus. Our on-screen technology mainly captures consumer-relevant content directly from the phone screen, as it appears in everyday life. Participants have given their explicit consent and can withdraw it at any time. We process the data on servers in Germany.
All sources come from the same people. That is why they can be linked into one path and analyzed by age, gender and other characteristics.
What we measure
- AI conversationsChatGPT, Gemini, AI Mode in Google Search
- Ads in ChatGPTAds in the chat and product cards
- Social media adsFacebook, Instagram, TikTok, YouTube, Pinterest
- Coupons and offers in retailer appsLidl Plus, REWE, PENNY, EDEKA, Netto, Kaufland, Mein dm, Rossmann, Müller
- Online shoppingUse of shopping apps such as Amazon
- ReceiptsIn-store purchases, digital or as a photo
- OtherApp usage, web and search
How is your category being discounted?
Tell us your brand or product category. You will receive a free extract with all captured coupons in your segment, including competitors and private labels, as an Excel file.
or write directly to info@murmuras.com
From coupon to receipt
Advertising, AI conversation, coupon and receipt as one sequence, all the way to a verified purchase.
Learn more