Dive Brief:
- Smart analytics could brings significant change to coupons in the near future, according to CPG Matters.
- Print and digital coupons are the two main types used by today's grocery shopper, and have impacted consumers at every stage of the path to purchase for more than half a century.
- Retailer access to consumers through social media provides opportunities for data mining that can contribute to "intelligent messaging," or targeting consumers with advertisements of the items they buy on the delivery channel that they prefer.
Dive Insight:
A recent study by RetailMeNot shows 96% of all consumers use coupons, and the number of Americans who utilize mobile coupons has been increasing every year.
According to Market Track, more than 80% of grocery shoppers use more than one promotional media type to make buying decisions, with print and websites being the most frequently used promotional vehicles. Today, many consumers utilize smartphone-compatible coupons when shopping, and scannable barcodes have grown in popularity as well.
The company FoodNiche has come up with an innovative way to marry manufactures and coupon users by offering consumers the chance to get coupons for items in recipes that are displayed at the store.
Coupons aren’t just for those looking to save some money. Harris Interactive said that consumers who print digital coupons have an estimated average household income of $96,000, and are twice as likely to have redeemed coupons printed from an online source than adults with household incomes of less than $35,000.
With many brick and mortar stores expanding to the online grocery space, digital coupons are changing as well. Many are available on social media sites or company websites, so the marketing message is stronger.