Published Tuesday, Mar 7, 2017
Research Indicates ‘Always Connected’ Consumers are Impacted by Discounts Before, During and After Shopping
LIVONIA, Mich., March 7, 2017: Valassis, a leader in intelligent media delivery, today announced the results of its annual 2K17 Coupon Intelligence Report: “Influencing Consumers Along the Path to Purchase.” Derived from an online survey of 1,000 consumers and focusing on shopping behavior for traditional consumer packaged goods (CPG) categories, the findings provide detailed insights into how print, mobile and digital coupons and discounts impact shoppers before, during and after the point of purchase. Results indicate that today’s consumers are “always connected” and becoming increasingly adept at incorporating both print and digital coupons as they plan their shopping activities.
Overall, the study found that coupon use is holding steady with 90 percent of consumers obtaining them from a variety of online and offline sources. This finding is consistent across audiences, including various generations and demographic segments, such as millennials, multicultural consumers and parents. Among coupon users, approximately 30 percent have increased their use of paper coupons (either from the mail or newspaper coupon book) and 36 percent have increased their use of paperless discounts (discounts received on a smartphone/mobile device and/or downloaded onto a store ID/loyalty card), further supporting coupon use from a multitude of sources.
When asked about their habits along the path to purchase, most consumers create a list prior to shopping and 84 percent use coupons during this process. Since more than 45 percent of consumers make CPG purchase decisions at home before their shopping trip, it is important for brands to reach them early in the planning stage. However, there is still significant opportunity to impact buyer behavior in store, with 86 percent of shoppers making a purchase based on a discount in the store. The study also reveals that the buying process does not end with a purchase, as 53 percent of consumers scan receipts with a mobile device to receive cash back and/or points, providing a ripe opportunity to increase brand loyalty post-purchase.
“It is important for marketers to understand that the shopper journey is not defined at one specific point – the consumer can be influenced before, during and after the point of purchase,” said Curtis Tingle, chief marketing officer, Valassis. “Our research indicates that there is an opportunity for brands to influence how shoppers plan, where they shop and the products they buy – which can be achieved by dynamically targeting the right audiences with a strategic combination of print and digital incentives.”
Additional key findings from the 2K17 Valassis Coupon Intelligence Report include:
About The Study:
The study was fielded in the third quarter of 2016 in conjunction with a global, third-party market research firm with proficiency in internet surveys. The sample was derived from an online consumer opinion panel and all participants were at least 18 years of age and living in the contiguous United States. Consumers were emailed an invitation to participate in the survey and were given three days to complete it. The survey was closed once 1,000 completed responses had been reached. The responses were weighted by factors obtained from national census data to provide appropriate representations of demographic groups at summary levels.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.