Canadians keen to download coupons

Canadians are very interested in downloading coupons from the Internet, but a lack of retailers offering this option and the reluctance of some bricks-and-mortar stores to accept self-printed coupons, is holding back the practice.

by Helen Leggatt

ipsos%20reid%20logo.jpg A recent study by Ipsos Reid found that Canadians are keen to download money-saving coupons from the Internet, especially those for life’s necessities such as gas and groceries.

Women, in particular, want coupons for everyday items such as groceries, whereas men are more likely to use coupons for consumer electronics.

The challenge for marketers is getting their online coupons in front of consumers. The Ipsos Reid survey found that online grocers, in particular, aren’t doing a good job of promoting their coupons at a time when consumers are looking for savings in this department.

“People are interested in using coupons, they’re just not finding them at this point,” said study author Mark Laver. “The question is whether online retailers can get people to their sites.”

And when consumers do find coupons online, and print them at home, many are finding that bricks-and-mortar stores aren’t accepting them. Not only are retailers concerned about fraud but often a brand may not have alerted them to the distribution of a coupon.