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BizReport : Ecommerce archives : July 29, 2016

Retail Roundup: Coupons key for all shoppers

Two new reports are out this week, shedding light on two interesting consumer trends: coupons use, and fitness trends.

by Kristina Knight

First, new data out from Return Path indicates increased spending on fitness, travel and subscription based music services. Researchers analyzed item level receipt data from more than one million opt-in shoppers between January 2014 and December 2015. The data shows a 25% increase (YoY) in consumer spending at BeachBody, a leading fitness hub.

"This report is an excellent example of the powerful insights business professionals can get using our anonymized, item-level data. And it's just the tip of the iceberg," said Eric Weinberg, Return Path's Executive Vice President of Field Operations. "By providing this rich, highly detailed information on consumer buying habits, Return Path can help analysts, market researchers, and retailers understand their audience, recognize market trends, and make more confident business decisions."

Meanwhile, new Valassis research shows an increase in coupon use across demographics. Their data shows most (87%) consumers are using print coupons received by mail, and 82% are using newspaper coupon books.

"Ninety percent of all consumers across a variety of demographics use print and digital coupons," said Curtis Tingle, Valassis Chief Marketing Officer. "What may be a surprise is that 83 percent of the influential millennial generation used the same or more print coupons last year in addition to their increased digital coupon use. The key for astute marketers is to develop integrated print and digital coupon strategies to optimize consumer activation."

Other interesting findings from the 2K16 Coupon Intelligence Report: "Savvy Shoppers Provide Reality Check," include:

• 90% of affluent shoppers use coupons
• 76% of affluents 'only buy' if they have coupons
• 91% of brand loyal shoppers use coupons
• 78% say coupons are a purchase influencer

Tags: coupon trends, ecommerce trends, retail trends, Return Path, Valassis

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