In this age of heavy online shopping, do paper coupons still matter? Analysts at Valassis, in their 2K19 Valassis Coupon Intelligence Report, say that consumers of all ages are using printed and online coupons and circulars in a big way.
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Valassis released its annual 2K18 Coupon Intelligence Report. Titled “Modern Shoppers and Their Quest for Savings,” the report examines responses of 1,000 U.S. consumers to determine how modern, dynamic shoppers research and make purchases, with the help of technology, online and in-store for traditional consumer packaged goods categories.
Consumers are increasingly comfortable redeeming digital coupons they access online as well as printing coupons from the web, according to a recent report by coupon technology company Inmar. Some 329 billion coupons for Consumer Packaged Goods (CPGs) – including both traditional, paper coupons and digital, paperless coupons – were distributed in the U.S. in 2013.
Mothers are active seekers of coupons and other money-saving offers, and use multiple channels to access coupons. Many use smartphones to access coupons, compare prices and compose shopping lists that immunize them from pricey impulse purchases. And while mothers are often indifferent to the boasts of a brand or store, they do welcome—and seek—marketers’ offers of money-saving deals, particularly on social media.
Consumers are increasingly comfortable redeeming digital coupons they access online as well as printing coupons from the web, according to a recent report by coupon technology company Inmar. In 2013, more than 66 million digital coupons were redeemed industry-wide according to Inmar estimates – a 141% increase over 2012. Digital coupons continue to grow ahead of the overall rate of coupon growth.
The world of coupons has long been about traditional formats like the Sunday newspaper inserts. Consumer interest in coupons remains high despite the economic improvement we’re seeing. But, technology is playing a bigger role in coupon redemption and marketers will be turning to digital coupons to round out their promotional campaigns this year.
With the national healthcare plan expanding across the U.S. this year, several influential groups are seeking ways to help consumers cut back on unhealthy habits. The goal is to reduce costs by improving overall health. One way to do this is through better dietary choices and food marketers are rolling out digital coupons to consumers through some unique channels.
Consumers are increasingly using digital coupons to find new ways to stretch their dollars, thanks in part to the U.S. recession in recent years. As consumers increasingly turn to their smartphones, tablets and PCs to shop online, digital couponing will continue to remain a widespread activity among shoppers. By 2014, U.S. adult digital coupon users will surpass 100 million, according to new statistics from eMarketer.
Coupons, both in availability and redemption, came back in a big way at the height of the recession. In the past year or so, marketers have been issuing nearly the same number of coupons. However, the products being promoted through coupons are changing, signaling that marketers are using a new strategy with consumers.
The early reports suggest that consumers will be opening their wallets a little wider this year for the holidays. But, they will also be looking for deals. Retailers who want to score early sales should know that they’ll need to roll out their marketing campaigns now capture the business of consumers who are already shopping.