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:

‘God and Donald Trump’ explores spiritual aspects of his miracle victory

News image

Donald Trump is six months into the U.S. presidency, and...

READ MORE

Marketing executive Lucy Diaz Kurz rejoins Charisma House

News image

Lucy Diaz Kurz has rejoined the Charisma House book group...

READ MORE

CBA, retail partners launch 'Get It Local Today'

News image

In a cooperative industry project, CBA will provide Christian stores...

READ MORE

Exhibitors mostly positive about quieter Unite 2017

News image

CBA's Unite 2017 in Cincinnati had an intentionally smaller footprint...

READ MORE

Christian illusionists entertain, inspire at CBA's 'Envision the Legacy' banquet

News image

CBA’s Unite 2017 drew show attendees to a Duke Energy...

READ MORE

Filmmakers showcase new movies, related products at Unite

News image

CBA's Unite show hosted some of 2017's most exciting Christian...

READ MORE

Logos Bookstores announces 2017 award winners

News image

The Association of Logos Bookstores announced this year’s Books, Author...

READ MORE

Unite show opener encourages Christian retailers

News image

CBA kicked off the Unite 2017 convention in Cincinnati with...

READ MORE

Workshops cover why and what of Christian retail

News image

CLC executive Dave Almack believes strongly in the Christian retail...

READ MORE

CBA shares State of the Industry Report at Unite 2017

News image

Eric Grimm, CBA’s director of communications, gave retailers plenty of...

READ MORE

AWSA announces Golden Scroll winners

News image

Advanced Writers and Speakers Association (AWSA) announced the winners of...

READ MORE

Kregel, Gilead partner in new fiction publishing initiative

News image

Jerry Kregel, executive vice president of publishing, Kregel Publications, and...

READ MORE
100%
-
+
0
Show options

a