KEY DATA POINT: Coupons remain a powerful shaper of shopper journeys: because of available coupons, 80% of consumers altered their purchase behavior in one or more ways:
- 37% bought sooner;
- 35% bought a different brand;
- 35% bought more;
- 24% bought an alternate product within the brand; and
- 18% switched back to a brand they had bought previously.
According to research, 90 percent of consumers use coupons in some way during the buying process. For brands, coupons offer a way to reach existing and new customers in a tailored way that influences their purchasing decisions.
Despite the growth of low-priced retailers such as Aldi, Trader Joe’s and others, the research confirms that coupons still heavily influence consumer purchase decisions.
Consumers are increasingly seeking out coupons, primarily in the mobile and digital landscape. They note that the ability to find deals affects their purchase decisions and influences how they feel about the overall shopping process.
-32% of customers say they prefer to receive coupons on their smartphones (Valassis)
-93% of millennials use mobile devices to compare deals online and in-store (ReadyCloud)
-55% of consumers said they use both digital and paper coupons (Inmar)
-53% of consumers expressed a desire for all coupons to be digital (Inmar)
-63% of shoppers say they’d use more coupons if they were available (Inmar)
-97% of consumers look for deals when they shop (Hawk Incentives)
-92% said they are always looking for deals, even when not actively shopping (Hawk Incentives)