Study: Coupon user shop more, and more frequently than others

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People like shopping. People like deals. People like coupons. This hasn’t changed in a hundred years. And as coupons follow some certain sales tactics, companies always ask whether digital coupons make more sales, or not. Here is an answer…

Some results from a research conducted by GfK Knowledge Networks offers some insights. The results show that digital coupon users shop more frequently and spent more money than the average shopper. The digital coupon users spent 23% more per grocery shopping trip than the average shopper ($55.05 vs. $44.87) which is almost $1.500 more annually. These findings were based on a representative study that monitored over 150 coupon campaigns representing a cross-section of CPG categories.

The findings state that shoppers made 21% more trips than average shoppers with 69 trips per year (vs. 57) and 1.3 trips per week (vs 1.1). Another on-site survey by with almost 4,000 users in January 2012 shows that 43% replied they would visit the grocery store either the same day as offline coupons or storing for the next day (25%) or in 2 days (19%), and keeping them to a loyalty card (18%).

Interestingly enough, the study made clear that shoppers made 48% more stock up trips (trips above $75) in a 52 weeks period than the shopper average (18.6 to 12.6). The heavy shoppers even more than doubled the amount of trips (27.2 to 12.6). On their stock up trips, shoppers handed in an average of 3.6 coupons per trip (vs. 1.4 for other shoppers).

Spot On!
However, these findings are essential from an upscale position, they need to be obeyed from a brand management perspective in order not to affect the brand positioning and pricing structure of a company. Another study on clothes by CouponCabin conducted by Harris Interactive shows that US adults say that they only buy clothing on sale (41%), look for a deal or coupon first that will decide on the purchase decision (10%), and find the item they want to purchase and then look for a deal or coupon before making a purchase (7%). So, coupons have a massive effect on our purchase decisions. And just imagine the opportunities companies have when using those coupons detecting tablet users

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