Christian Retailing

NEWSLETTERS Current Issue Study: Coupon use grows amid increasingly digital marketplace
Study: Coupon use grows amid increasingly digital marketplace PDF Print E-mail
Written by Jeremy Burns   
Tuesday, 11 March 2014 10:00 AM EDT

ValassisLogoCustomers are increasingly savvy at navigating print and digital promotional media to save money and efficiently move toward a purchase, according to the Valassis Shopper Marketing Report released March 5.

Coupon usage is in vogue, with 40% of survey respondents professing that their coupon usage has increased during the past year. More than half of coupon clippers still use printed coupons from newspapers (52%) and mailers (51%), but those who prefer digital coupon delivery has grown 6% since 2012.

The vast majority (85%) of coupon users search online for savings, and more than one-third say they did so more in 2013 than in 2012. Tech-savvy coupon clippers are also networking with one another—40% have shared or traded coupons via social media, a 10% jump from 2012.

Nearly three in four (71%) of those who search the Internet for coupons do so after hearing about deals via social media, while a quarter of respondents (24%) say their use of smartphones to get deals has increased.

Recent tech trends do have downsides for retailers, though. For example, a full two-thirds of respondents (67%) engage in showrooming—the practice of learning about a product in a brick-and-mortar retailer only to purchase that product at a lower price via an online retailer. This practice is even more prevalent among millennials—generally defined as those in the 18-34 age demographic.

The younger generation’s tech-savvy and savings-sensitive proclivities aren’t all bad for retailers, though. Nearly all millennials (92%) use coupons to plan shopping lists, while more than half (51%) say their coupon usage has increased this past year, making this demographic the most coupon-friendly age group for retailers to target.

“These results highlight the need for considering multiple touch points to deliver the right message using the right blend of print, digital and in-store media,” said Lisa Reynolds, Valassis vice president of brand strategy and campaign solutions. “With a holistic view of the consumer, marketers can best identify their target audience and optimal ways to reach and activate them along their path to purchase.”

 

In this current issue:

ECPA to honor IVP's Bob Fryling

News image

The Evangelical Christian Publishers Association will honor Bob Fryling with...

READ MORE

Vote for the best products of 2015

News image

Christian Retailing invites Christian retailers, publishers and all who work...

READ MORE

NRF: Significant spending boost expected this Easter

News image

Americans anticipate spending more than ever on Easter this year....

READ MORE

B&H Kids' Bibleman gets reboot

News image

B&H Kids is promoting the fall release of Bibleman: The...

READ MORE

Harvest House Publishers celebrates coloring book success

News image

Harvest House Publishers announced Friday that its new coloring book...

READ MORE

‘Living Forward’ hits best-seller lists

News image

Living Forward by Michael Hyatt and Daniel Harkavy has achieved wide...

READ MORE

‘Outreach’ honors IVP titles

News image

Outreach magazine honored six IVP titles as part of the...

READ MORE

Study: Digital payments see 20 percent boost globally

News image

A new study from Juniper Research has found the annual...

READ MORE

‘Miracles From Heaven’ debuts in box office top 3

News image

Miracles From Heaven debuted in theaters to strong reviews and...

READ MORE

Oasis, Tyndale partner on ‘Africa Study Bible’

News image

Major Christian organizations, led by Oasis International, are joining together...

READ MORE

Worthy, Genesis Marketing Group partner

News image

Worthy Publishing announced Tuesday that it has partnered with Genesis...

READ MORE

Bookmasters, Paraclete Press sign fulfillment agreement

News image

Bookmasters has signed an agreement with Paraclete Press to provide...

READ MORE
100%
-
+
0
Show options

Most Popular Articles


a