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Why Coupons?

Why Coupons?

 

As you read the articles below you will notice the growth and acceptance of the online coupon industry over the last few years. Those trends will only continue even as the economy strengthens and grows.

 

Digital coupons are rewriting the marketing mix rules – but how deep into the story have we actually come?  Establishing the true shifts in coupon use, and understanding the effectiveness of digital coupons compared to print, are essential elements of judicious marketing plans.

Knowledge Networks has just completed a comprehensive analysis of coupon use, leveraging loyalty card data from over 2 million shoppers
from our National Shopper Lab. In addition to investigating trends in overall coupon redemption, our research compared digital print-at-
home and print (“traditional”) Sunday FSI coupons for
•     attracting    new    buyers
•     ability to drive incremental volume
•     ultimate return on investment
•     Life Stage profiles of heavy versus light users

With consumers more budget conscious in the current recession, overall coupon use is up 27% since 2008, according to Inmar. And print FSIs still represent the majority of the redemption, with a 44% share of market. But marketers need to take note: Our analysis shows that digital coupons are showing important strengths.  For the digital coupon events analyzed, 46% of redeemers were prior non-buyers of the product, compared to 34% for traditional print FSI coupons.  Overall, digital coupon are attracting more new buyers than print coupons by a margin of 35%.

In addition, digital coupons drive more incremental redemption.  For digital coupons, 77% of redemption volume is incremental, versus 68% for print coupons.  The shift to digital, however, is still very much in progress; the bulk of the business remains in print, and will for sometime.  The fact that print is also more profitable means that this business will not be going away anytime soon.  But as more and more coupons can be carried on Smart Phones and loyalty cards, digital coupons will become more ingrained and less demanding.

This is great news for the digital coupon industry! We are excited to now be serving this area and providing the very best coupons to residents!

Research and information is provided by Knowledge Networks Trend Report for 2011 www.knowledgenetworks.com

Mobile coupon redemption rates to reach 8% by 2016

News
Thursday 5 January 2012 | 07:30 CET
The global redemption rate of mobile coupons will average at over 8 percent by 2016, which represents an eightfold increase over the best paper coupons campaigns, according to a study by Juniper Research. Redemption values are expected to exceed USD 43 billion globally by 2016, driven by better targeting and mobile apps. The study also shows that North American and Western European markets are now beginning to follow the same growth path as the Far East & China, and by 2016 there will be over 600 million regular mobile coupon users worldwide. The report found that mobile coupons have compelling advantages over their paper and online antecedents and are particularly strategic for bricks and mortar retailers in their quest to regain ground lost to online retailers during the internet revolution. The report warns, however, that the rise in mobile coupon redemption rates will only come after an initial period of experimentation by both coupon issuers and users, during which redemption rates may actually decrease slightly. After this period redemption rates will then start to rise steadily.
Comments – This is such an interesting article and it is amazing how much the coupon industry will grow. Make sure that you are offering mobile coupons so you will not miss  out on the future of mobile coupons. 

 

BizReport : Ecommerce : August 04, 2010

 

Women, particularly moms, are shopping online from work

Even being at work can't stop women from shopping. According to new research from AOL Advertising with OTX, plenty of women manage to slip in a bit of retail therapy while sat at their desk, particularly on Fridays.

by Helen Leggatt

Women, particularly mothers, take advantage of downtime at work to shop online. According to AOL's new whitepaper, "The Mall Behind the Spreadsheet" (.pdf), 40% of women age 18-54 shop via the Internet from their place of work.

On average, women tend to shop between 15 and 30 minutes a day while at work although moms, who are more pressed for time outside of work, tend to shop for longer periods of time in the workplace.

In fact, time-saving and convenience feature highly in the reasons why women, both moms and non-moms, shop online at work:

- 53% Time saver/convenience
- 40% To pass time
- 38% I need it now
- 20% No time at home
- 35% Most downtime

At what points in the workday are women shopping online? Over half (54%) indulge in retail therapy during their lunch-break while 46% take advantage of other scheduled breaks or downtime. Marketers can take advantage of this downtime and target email offers during these periods.

Another interesting finding - Friday is the day when most women shop online from work (52% vs. 27% on Tuesdays). Therefore, in addition to targeting women by day-part, promotions can be geared to build awareness during the week leading to a big finale on the final working day of the week.

And, for added targeting, the study suggests the best time on a Friday to engage women at work is between the hours of 11am and 2pm, the hours during which 49% claim to shop.

Tags: online shopping, women, workplace

 

BizReport : Ecommerce : January 25, 2010

 

Three coupon tips for 2010

Although consumers are shopping and spending more than in the past twelve months, many are shopping differently. They are looking for deals, which means now could be the perfect time to invest in a coupon campaign. Over the past year coupon distributors have seen coupon clipping and redemption increase by more than 20%.

by Kristina Knight

There are more consumers clipping and redeeming coupons than ever before. But it isn't just grocery stores which are seeing the redemption. Consumers are now looking for coupons for everything from computer purchases to banking offers. Which means now is the time for brands to develop their own coupon campaign to cash in on the trend.

"We're seeing more and more retailers offering coupons," said Andrea Woroch with CouponWinner. "We're seeing coupons for financial services, dental care, health products. It isn't just grocery stores who are offering coupons now."

Tip #1: Consumers look for specific deals. Although different types of retailers are offering coupons, it is still the tried-and-true coupon offer - a percentage or dollar off - that appeals to the consumer.

"By offering a specific dollar amount for a specific product it's a way to give that product more appeal to consumers," said Woroch. "More people are looking for coupons these days than ever before."

And most are turning to the Internet rather than waiting for the Sunday circulars to come around.

Tip #2: Don't forget about online coupon hubs. Although printing coupons in the Sunday circulars is still important, retailers must also look to online couponing hubs for distribution because those hubs are hotter each day.

"Brands can target a larger amount of consumers online," said Woroch. "And, with social networks we're seeing more consumers sharing coupons with friends through social networks."

Some coupon destinations give consumers the ability to re-post or re-tweet coupon deals to friends and family.

Tip #3: Add in a code. The majority of coupons are still redeemed offline, by the consumer handing a physical coupon to a clerk. But online coupons and mobile coupons are growing faster each day. So add in a coupon code that consumers can use at their favorite e-commerce hub so that they get the deal online as well as offline

BizReport : Ecommerce : October 20, 2009

 

Coupon availability beginning to dictate shopper decisions

Most etailers and even offline retailers expected it to happen. Still, the results from the second annual Benchmark Survey on Consumer Coupon Behavior may startle some because of the number of consumers changing their habits. The survey found that nearly 30% of consumers are now deciding where to purchase items based on coupons offered and more than 20% will leave one store for another if the second store offers a coupon.

by Kristina Knight

Both statistics are up from 2008 numbers, a sign that the struggling global economy is changing many consumers' habits.

"Consumers are more aware of their spending than ever and are very active in trying to find the best deals. Coupon websites are still growing rapidly in popularity, with nearly two-thirds of consumers checking for coupons when they shop online," said Guy King, co-founder of RetailMeNot.com. "As a result, we are seeing more and more merchants embracing coupons as a way to connect with their budget-conscious shoppers. Clearly, retailers that don't offer discounts not only jeopardize customer loyalty but could take a significant hit to the bottom line, especially as we head into the holiday season."

Consumers also report they 'never purchase' without checking for coupons (12%) first and they are now "occasionally visiting" online coupon hubs. Whats more, 29% of college grads are now checking coupon sites before shopping and 27% of either full-time employees or self-employed consumers are using coupon websites.

Even those consumers who aren't using coupons are using the Internet to find the best deals and comparison shop (40%); the majority of coupon users are between ages 35 and 44.

 

BizReport : Advertising : April 13, 2009

 

Report: younger coupon clippers turn online

Although more than three-quarters (78%) of coupon clippers are still scanning the Sunday papers for the best deal coupons, a growing number of coupon clippers are turning to online outlets to feed their cash-saving habit.

by Kristina Knight

Nearly one-quarter of coupon clippers are 65 years of age or older, however, the younger generation is quickly catching on to the coupon craze as they try to stretch each dollar a little bit farther. The study shows that about 40% of coupon clippers are now likely to use coupons found online. In fact over half of clippers between 18 and 24 say they are 'very likely' to use coupons presented online; younger couples are also likely to use coupons presented to them online.

"This data highlights a number of trends that are converging to make online couponing an appealing option for CPG manufacturers," says Mark Ellis, Senior Vice-President, AOL / Platform-A. "We have an economy that makes coupons much more relevant to the average consumer, a rising generation of families totally at home with the Internet, and an overall decline of the newspaper and its Sunday circular distribution. There's clearly a huge window of opportunity here."

Here are a few other interesting finds from the report:

• 41% of consumers aged 35 - 54 are likely to take advantage of online coupons
• Couples without children or couples with young children are most likely to use coupons found online
• In the CPG market value focused coupon promotions are most likely to get a response

 

 

BizReport : Advertising : April 06, 2009

 

Burst Media: Coupon use up 34%

If you aren't using online coupons to entice consumers yet, you could be missing out. According to a new report from Burst Media consumers are now using coupons 34% more often than just six months ago. Researchers further found that 70% of women report they would print and redeem an online coupon if they are interested in a product.

by Kristina Knight

"The use of the Internet as a source for coupons has soared," said Chuck Moran, VP of Marketing for Burst Media. "The advantage of Internet coupons over their paper counterparts is that advertisers can more finely target their offers - whether through content, geographic or even behavioral targeting. Additionally, the immediacy and ability to measure performance on the Internet allow marketers to run last minute promotions and react to changing market conditions."

The Sunday newspapers are still the most turned to source for coupons but online coupons are becoming more popular as consumers find hubs for coupons where a simple point-and-click can get them a good discount. Consumers are also taking advantage of in-store dispensers (5%) and magazines (2%) to find good coupons.

However, online coupons give marketers a better return on investment. Why? Because online coupons not only help to entice purchases but online coupons can be tracked so that marketers not only know that coupons are being clipped by that they are actually being redeemed. In some cases marketers can even determine where coupons are most likely to be redeemed, which could help with future cooperative efforts between marketplaces and marketers.

 

 

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