One sure way to get consumers to try a new product or service is to present them with a coupon. The bigger challenge is how to get that coupon into the hands of consumers. And it can be even more challenging when the coupons are being released digitally.
RevTrax, a technology operator for digital coupons, just completed a study on how consumers use coupons at physical stores. The study was limited to the restaurant, national retail and CPG sectors but provides valuable insight on consumer behavior.
To begin, RevTrax analysts say that releasing digital coupons at 8:00 a.m. on Wednesdays is the best time to attract consumer attention. Using this strategy, marketers can count on a 19.6% boost in consumers printing digital coupons. Wednesdays and Thursdays are also the days when more consumers will convert from viewing the coupon to also printing it. And, to get consumers to print coupons, marketers should know that the highest activity occurs between 8:00 a.m. to 5:00 p.m. RevTrax analysts also believe this behavior suggests consumers are printing coupons at work.
While some may argue that coupons are going mobile these days, not everyone owns a smartphone or is comfortable with mobile marketing just yet. For the local deli looking to snag more lunch traffic, a digital coupon promotion released on a Wednesday morning could be just the right marketing tactic to bring more customers through the door.[Source: RevTrax Day and Time Study. Revtrax.com. November 2011. Web. 15 Dec. 2011]