Coupons Influence, Alter Purchasing Behavior: New Study
By Lynne Cooke
Among shoppers who use coupons during their regular shopping trips, more than eight of ten (83 percent) report that coupons were a reason for differences in their purchasing behavior.
That was a key finding from the 2018 Inmar Shopper Behavior Study. The annual report highlights shopper promotion preference methods, attitudes toward promotions, and use of coupons and rebates, along with insights into shopper engagement with store loyalty programs and shopping-related technology.
Here are other findings from the study, which aim to shed light into consumer demand for frequent and personalized offers, and provide insight for retailers’ coupon distribution strategy:
- 39 percent bought a product sooner than planned because of a coupon
- 50 percent of shoppers clip digital coupons while shopping in-store
- 39 percent bought a brand they otherwise would not have normally purchased because of a coupon and 18 percent switched back to another brand they have purchased previously because of a coupon
- 38 percent bought more than they would have otherwise because of a coupon.
“Shoppers begin planning for their shopping trips well before stepping inside a location, so retailers must consider the entire planning phase when offering coupons, including when they are in the store,” said David Mounts, CEO and Chairman of Inmar. “Eighty-six percent of those we surveyed said they create a shopping list before leaving for the store, and 62 percent said they purposefully look at the store circular for coupons to pair with their shopping list. It’s no secret that retailers who emphasize coupon distribution will have a greater chance to sway a consumer into making a purchase in their favor. It’s a win-win for the shopper and the retailer.”
Eighty-two percent of shoppers surveyed said they redeem a digital coupon within a week or less of being clipped and 30 percent say they redeem the coupon in less than 24 hours.
“Shoppers continue to demand efficiency, convenience, and effortless shopping, but these wants certainly transcend the in-store experience,” said Mounts. “Deeper relationships between retailers and consumers through personalized, proactive communications enhance the experience, before, during and after a purchase is made. These touchpoints drive loyalty and encourage repeat visits and purchases.”
Personalized offers encourage purchases, and shoppers now expect retailers to know them, understand what they buy, and anticipate upcoming shopping needs. Of the participants surveyed:
- 53 percent say they want relevant offers based on their purchase habits
- 51 percent say they want exclusive offers based on their loyalty to a brand
- 51 percent say they want new offers provided regularly.
“Consumers today are time-strapped, over-committed, and fiercely protect their budgets,” said Mounts. “The increased availability and convenience of digital coupons and online circulars allow shoppers to make lists at home, compare planned purchases against their budgets, and then decide what will ultimately make it into their cart. On the other hand, retailers can accurately predict what the consumer will purchase based on their clipped and redeemed coupons, allowing them to deliver more personalized offers in the future.”