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:

ICRS addresses industry concerns but sees big attendance drop

News image

Christian retailers gathered with suppliers and distributors at the Orange...

READ MORE

Integra introduces in-store kiosks to grow wall-art sales

News image

Interactive technology is redefining the way consumers can shop for...

READ MORE

Vendors display skill and scripture with new gift items

News image

Gift vendors at the 2015 International Christian Retail Show displayed...

READ MORE

General Session panelists ‘hug It out’ after heated exchange

News image

Tuesday morning's ICRS General Session was supposed to stay focused...

READ MORE

Don Piper's '90 Minutes in Heaven' draws capacity crowd at ICRS

News image

Faith-based films were big business at ICRS Orlando, with screenings...

READ MORE

Film buzz big among retailers, authors and suppliers

News image

The buzz about films at ICRS took center stage at...

READ MORE

Study: Christian fiction readers buy, read more books

News image

Christian fiction readers read more than the national average and...

READ MORE

Josh McDowell offers charge to church bookstores

News image

Church bookstore managers and staff and those considering entering the...

READ MORE

Retailers offer input in new version of children's workshop

News image

A panel of children’s suppliers and experts told retailers Monday...

READ MORE

Logos retailers celebrate the power of the book

News image

Members of the Association of Logos Bookstores have nominated and...

READ MORE

Graphic novels help stores make 'cultural connection' with fans

News image

Graphic novels continue to demonstrate tremendous growth potential in the...

READ MORE

Virtual Storehouse CEO shares tech tools for ministry

News image

Don Olson, CEO of Virtual Storehouse and Foreign Christian Books focused...

READ MORE
100%
-
+
0
Show options

a