Slump drives coupon influence

Nearly half of consumers – 44% – say coupons influence them to choose between brands, while over a third say supermarket coupons influence them to try new products, according to new research, which also shows a rise on redemption.
The survey of 1,790 adults across the UK, carried out by YouGov, also found that 16% are using coupons more than they were a year ago, with an 11% year-on-year increase in FMCG and supermarket coupon redemptions.
It was also found that if consumers knew there were coupons available, 52% would be willing to visit a retailer’s website and 42% would be willing to visit a brand’s website. Meanwhile women aged 25-39 show the highest rates of participation in the use of online coupons.
Coupons.com managing director Jared Keen said: “There has been a significant increase in coupon usage across the UK and Europe over the last few years, driven in part by the global economic downturn and consumers’ focus on the online medium for new information, promotional offers and coupons to help them save on supermarket shopping.
“It is becoming increasingly important therefore, for brands and retailers alike, to continue to utilise new technologies such as secure printable coupons to offer money saving coupons that engage consumers online and subsequently drive measurable in-store sales.”
The research also noted that while 60% of all coupons redeemed in the UK are retailer specific or from retailer loyalty programmes, such as Tesco Clubcard or Nectar, there is a growing opportunity for both retailers and brands alike to adopt and embrace printable coupons, with 57% of consumers having printed an online coupon and 81% of the respondents who had previously never printed a coupon indicating that they would be willing to do so.

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