More Shoppers Seeking Online Coupons

Marc Braunstein, co-​founder and CEO of ShopAtHome​.com, calls consumers creatures of habit. It that is true, we can use the data he provides on his customers to determine when and where consumers are shopping for coupons online. This data can help marketers determine when to release their online promotions.

The ShopAtHome data is largely about their clients who search for coupons online. With over half of U.S. adults now engaged in the hunt for online bargains, these details matter. From the top-​level perspective, consumers seek coupons in 3 broad categories:

  • Store-​centric deals: 62%
  • Product –specific coupons: 24%
  • Brand name product discounts: 14%

Online coupon seekers are also interested in specific categories. In this study, which occurred in June, shoppers were looking for deals on laundry detergent, pet supplies, and coffee – all staples that they’re likely to buy on a regular basis.

The other intriguing detail about online coupons shoppers is their time of day behavior. A small number, 9%, snag their deals before 7:00 a.m. The 7:00 a.m. to 11: a.m. group, labeled coffee-​break browsers by ShopAtHome, comprise 22% of the total day. During lunch, which is randomly grouped at between 11:00 a.m. to 3:00 p.m., another 24% of consumers are coupon hunting. That leaves 18%, the prime-​time group. This group searches online between 6:00 p.m. and midnight.

Marketers who want to attract consumers with online coupons can incorporate the information from this study into their program plans. This is especially true for retailers. Shoppers are clearly interested in finding online coupons from their favorite retailers so a limited-​time program to promote a new product line or an anniversary sale could yield big dividends.

[Source: Buy-​Havior Report. Shopathome​.com. June 2012. Web. 12 Jul 2012] 
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.