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BizReport : Research : July 30, 2008
Survey: Coupon users are loyal consumers
With more than 35 million American consumers clipping coupons, more marketers and etailers are taking note and creating their own deals. Whether listing coupons with various distributors or creating their own on-site coupon codes for free shipping or other deals, marketers are making the most of a budget-conscious economy. A new survey finds this is coming at a great time because consumers are becoming loyal not just to brand but to pricing.
The survey, commissioned by Coupons, Inc. and completed by Simmons/Experian Research, finds that coupon use has grown by more than 10 million consumers since 2005. The survey further finds that coupon clipping isn't limited to the Sunday papers or direct mailings; consumers are now logging on to coupon distributors and brand websites to find coupons for their next trip.
"A new generation of shoppers is discovering coupons on the Web and printing coupons is becoming a regular part of a consumer's shopping routine," said Steven Boal, Coupons, Inc., CEO. "In fact, almost a quarter of the 148 million Americans that use coupons now find them online, and nearly half of these Coupon Clickers are between the ages of 22 and 44."
This is a huge opportunity for etailers and coupon distribution hubs to create a cross-site promotion that will draw in consumers. Etailers who point their consumers to a coupon hub or a coupon hub which offers a direct link to a discounted product are likely to engage consumers more quickly than those sites which make consumers search for pricing deals, free shipping or other offers.
Tags: ecommerce, etailing, online coupons
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Comments
Coupon users are only loyal until the next store, restaurant or business down the street comes out with a lower offer. Couponing is like heroine. Customers become addicted to it and will only visit a restaurant if there is a coupon. The true loyalty comes not in the discout, but in the product and great dining experience.
Posted by: Joel Cohen on July 30, 2008 14:33
And of course, what would you expect a survey commissioned by "Coupons, Inc." to say? That coupons don't work? Give us a break.
Posted by: Joel Cohen on July 30, 2008 17:49