7 Ways to Use Digital Coupons to Grow Your Retail Sales

The 2K17 Valassis
Coupon Intelligence
“Influencing Consumers
Along the Path to Purchase”
provides detailed insight into
how print, mobile and digital
coupons and discounts
impact the consumer
shopping journey—before,
during, and after
the purchase.
Executive summary
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Consumers are becoming increasingly adept at integrating both print and digital coupons as they
plan their purchases. Overall, coupon use is holding steady with 90% of consumers using them from
a variety of online and offline sources. This finding is relatively consistent across generations and
other consumer audience segments, such as parents and multicultural consumers.
The undeniable conclusion:
coupons are influential, impacting shopper decisions at various
stages throughout the path to purchase, beginning with list-making. A majority of consumers prepare
a list when shopping, factoring coupons into the process. Since the items on the list are typically the
ones bought, the role of coupons on purchase decisions is an important one. Parents prepare lists
prior to shopping even more than other consumers and are more heavily influenced by coupons
and discounts.
The influence of coupons on the final product selection is clear—more than two-thirds of shoppers
will only buy a product if there is a coupon for it. Moreover, 86% of consumers make a purchase
based on a discount at the store, including those presented via in-store circulars or mobile
For shoppers, the buying process does not simply end with a purchase, as many consumers share
reviews and opinions on purchases with friends and family, thereby influencing the buying decisions
of others. Additionally, consumers scan receipts with their smartphone after the transaction to receive
additional rewards and savings, such as cash back, points, or more coupons. Marketers can harness
these behaviors and cultivate brand loyalty by continuing to find ways to delight and reward their
The report focuses on consumer behavior related to shopping for traditional consumer packaged
goods (CPG) categories, including food, over-the-counter medications, household items, and health
and beauty products.

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22 Oct 2018

By Howard