Coupons are still big with consumers. According to a recent survey conducted by Linkable Networks, 95% of US consumers regularly use coupons to lighten their budgets. Over 73% stated that they use coupons at least 1-2 times a month. Here are some additional findings about coupon use from this survey:
- 78% indicated that they used newspapers, primarily the Sunday edition, as a source for coupons.
- 61% stated that they also use online sites for coupons and promotional codes.
- Age is a factor in the choice of source for coupons and promotions with 85% of those 45 and older using print media, and 69% of those aged 18-44 searching coupon, deal, and brand websites, in addition to social media, often on mobile devices.
- Women (67%) are more likely than men (56%) to search for coupons and promotional deals.
- While shopping, over 65% of respondents claimed that they regularly use their mobile phones to price check and look for deals on items they are considering buying.
For food and beverage marketers, there is still a great deal of opportunity to attract new consumers, retain existing consumers, and build brand loyalty through coupon programs. The shopping behaviors that were born out of the recession appear to have become permanent as consumers have gotten used to looking for “great deals”. Given the range of sources consumers use to search for coupons and promotions, it is clear that food marketers need to consider a multi-channel approach to promotional efforts including both online and offline media.
