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:

LifeWay finds buyer for downtown Nashville campus

News image

Uptown Nashville LLC has come under contract with LifeWay Christian...

READ MORE

Voting deadline nears for Charisma's Best Awards

News image

Time is winding down on the voting period for Christian...

READ MORE

Organizations partner to ‘Ignite’ church resource marketing program

News image

Send The Light Distribution, a leading distributor of products serving...

READ MORE

David C Cook author succumbs to breast cancer at 38

News image

Less than a week after her book The Hardest Peace...

READ MORE

Loyal customer sparks re-opening of Virginia Christian bookstore

News image

The closing of Rainbow Parable Christian Bookstore in Colonial Heights,...

READ MORE

IVP author wins Templeton Prize

News image

IVP author Jean Vanier has been awarded the Templeton Prize,...

READ MORE

ICRS to offer digital publishing training

News image

This summer’s International Christian Retail Show in Orlando, Florida, will...

READ MORE

NRF survey pinpoints consumer targets this Easter

News image

Hoping the temperatures will meld with their desire to celebrate,...

READ MORE

Long-time Abingdon Press author Lyle Schaller dies at 91

News image

Lyle Schaller, who wrote 55 faith-based books for Abingdon Press...

READ MORE

International company serves growing faith market

News image

With offices in the United States, Brazil, Sri Lanka and...

READ MORE

Family Christian Stores withdraws bankruptcy motion

News image

In a somewhat surprising move, Family Christian Stores, the nation’s...

READ MORE

ECPA announces 2015 Christian Book Award finalists

News image

The Evangelical Christian Publishers Association has announced the 37 finalists...

READ MORE
100%
-
+
0
Show options

a