Study: 9 out of 10 shoppers use grocery coupons

Dive Brief:

  • Nine out of 10 consumers are using coupons from both online and offline sources, according to Valassis’s 2K17 Coupon Intelligence Report.
  • The study examined results from 1,000 consumers and focused on shopping behavior for traditional CPG categories.
  • More than 30% of consumers have used more paper coupons, while 35% have increased their use of paperless discounts.

Dive Insight:

The numbers in the study across the board show that couponing—regardless of age or income—is as popular today as ever. In fact, millennials are actually using more than ever, with 94% reporting they are taking advantage of the money savers, compared to just 88% in 2016.

The study asked consumers about their habits on the path to purchase and discovered 84% of shoppers collect coupons while making a list prior to heading to the store. That’s why manufacturers who make coupons easy to find on their websites or social media could see a greater bump in product purchases.

An interesting tidbit from the study revealed that consumers still think about savings even after the purchase, with 53% scanning receipts with a mobile device to receive cash back or reward points once returning from the store.

Mail ranks as the preferred way to obtain coupons, with 44% of consumers preferring it. Almost a third said they would rather get coupons from their smartphones or mobile devices.

According to a study by Forrester Research, 79% of shoppers say they wouldn’t buy an item if they forgot to bring the corresponding coupon to the store with them, which makes digital coupons convenient for them.

Digital coupons are also a win for the retailer, which can use shopper data to target consumers and their likely purchases. Through data generated from a shopping app, the retailer would know what the consumer may be most interested in, as well as when he or she may want to purchase it.

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Filed Under: Grocery Corporate Marketing Beverages