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BizReport : Ecommerce archives : April 28, 2011

Survey: Group couponers come back time and again

Consumers have glommed on to the group couponing craze, but some businesses have held back from fully embracing the trend. New research from Lightspeed Research may change those minds. According to Lightspeed group couponers are not only shopping once, but they are coming back time and again to shop with those businesses.

by Kristina Knight

Researchers found:

• 69% of consumers have used more than 1 group coupon in the last year
• 65% say they return to couponing businesses after using a daily deal
• 60% report that daily deals pushed them to complete a purchase
• 60% report spending beyond on the value of the deal when making a purchase

One-third (35%) said they would travel at least 20 miles to redeem a daily deal. What is perhaps of most interest to businesses, though, is that the option of combination deals is very interesting to consumers. Forty percent of survey respondents report they are making purchases at nearby businesses when redeeming daily deals, which is a strong indicator that businesses teaming up on a daily deal may bring in more traffic.

"So we started to wonder about the potential for joint deals. We asked our panelists how likely they'd be to purchase a joint deal such as a museum discount and a meal at a nearby restaurant," writes Naor Chazan, Marketing Director - Americas, Lightspeed Research. "Two out of three would be very or extremely likely to do so. This suggests that businesses would be wise to consider creative package deals in the future. We'd certainly go for them."

The news isn't all sunshine and light for these deal hubs, thought. Just over 20% of consumers have allowed a daily deal to expire rather than using it.

Tags: brand acquisition, brand loyalty, ecommerce, group coupons, Lightspeed Research, online coupons

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