Research from the 2016 Coupon Intelligence Study, conducted by global market research company Ipsos on behalf of Valassis, reveals that consumers continue to have strong regard for printed coupons. The study also shows there is opportunity for marketers to connect with consumers digitally, to amplify and extend their campaigns and influence activation. Some interesting insights to take into consideration include:
Marketers can influence the path to purchase with offers right up until a consumer is visiting the register
- Even though coupon users are well- armed with a shopping list (91.5 percent of respondents) these consumers are searching for deals and responding to mobile notifications during their shopping trips.
- Seventy-three point eight percent of mobile coupon users, 54.3 percent of digital coupon users and 48 percent of print coupon users “make a purchase based on a mobile notification in the store.”
Consumers actively look to their phones in-store for discounts
- A majority of respondents “search for discounts on [their] smart phone/mobile device in the store.” This breaks down to 82.6 percent of mobile coupon users, 57.7 percent of digital coupon users and 51.1 percent of print coupon users.
- Many are also likely to “switch brands based on a discount notification received on [their] device in the store.” This is according to 79 percent of mobile coupon users, 60 percent of digital coupon users and 55.6 percent of print coupon users.
Getting consumers to share your brand may be easier when targeting mobile users
- Mobile coupon users are more likely to share their experiences. Seventy-six point four percent of mobile coupon user respondents share brand reviews and how much they saved with friends/family after a purchase, vs. 59.7 percent of print coupon user respondents.
These insights show the importance for marketers to connect with consumers with both print and digital along the path to purchase- right up to and beyond the cash register, to encourage activation and social sharing.