Marketers Target Digital Coupons Users to Drive Sales

Digital coupons comprise a small but growing part of the coupon universe. As more consumers  digitalcoupongoodbecome digitally savvy, marketers can benefit by targeting heavy coupon users. A new report issued by GfK outlines exactly how digital coupon users are different from the rest of shoppers.

The GfK study analyzed 120 digital campaigns on Coupons​.com over the course of a year. The study focused on key consumer product groups like food, beverage, personal care, and pet care.  Topline findings of the study show that digital coupons users visit the store 1.56 times a week (versus 1.25 for other shoppers) and they spend  $53.14 per trip (versus $47.01 for other shoppers).

This study also identified another subset of consumers – those who are called heavy digital coupon users. These consumers go to the store 1.7 times a week and spend $70.38 per trip.

Grocers are always interested in how consumers spend money during stock-​up trips – those occasions when they spend more than $75. Shoppers make the following number of stock-​up trips per year. The number of coupons redeemed is shown in parentheses:

  • All shoppers: 13.8 (1)
  • Digital coupon shoppers: 19.5 (3.4)
  • Heavy digital coupon shoppers: 35.5 (6.6)

Mike Scriven, Vice President of Client Marketing for Coupons​.com Incorporated, notes that targeting heavy digital coupon users can “drive sales for brand marketers as well as increased basket size and shopping frequency for retailers.”

To learn more about Coupon Users, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

[Source: GfK National Shopper Lab. Digital Coupon Users. Gfk​.com/us. 9 May 2013. Web. 22 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.