Marketers to Target Women who Want, not Need Deals

The daily deal industry may be in a turmoil after Groupon reported poor results last week and ousted its CEO. But Groupon’s lackluster performance doesn’t mean the market for deals has disappeared. As the economy recovers, consumer attitudes toward deals dailydealmay be shifting to one of want instead of need.

If there’s one thing many female shoppers have learned over the past few years, it’s how to find a bargain. These smart shoppers know how to scan their email, their favorites sites and their mobile devices to find the best deals. According to Time Inc.’s ALLYOU survey of over 2,600 women, 68% of women are now looking for deals because they enjoy the process. The shoppers want deals, but don’t necessary need them.

In the past, it might have been enough for dedicated shoppers to brag about a favorite item they found. Today, 88% also want to brag to their friends about the great deal they got on these items. Nearly all women, 90%, call themselves smart shoppers – a key piece of information for marketers to address in their ad campaigns.

These smart shoppers are frequently turning to mobile devices because they’re afraid to miss an opportunity:

  • Search for deals on smartphone while in the store 61%
  • Review deal websites and email on mobile device daily 70%
  • Share deal information with friends and family 83%

In addition, most women (94%) are true to their favorite brands and always try to buy products from these marketers at a good price.

The ALL YOU survey is encouraging women to take an online survey to classify themselves their shopper types for the chance to win gift cards from major retailers. However, the findings are valuable to all marketers who want to increase sales and customer loyalty. The first step in crafting campaigns may have to do with addressing the shopper interest in having fun and being entertained during bargain hunting.

[Source: ALL YOU Mag Survey. Magazine​.org. 2013. Web. 4 Mar. 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.