YouGov survey highlights consumers more likely to redeem coupons printed online compared to those sourced elsewhere
YouGov survey highlights consumers more likely to redeem coupons printed online compared to those sourced elsewhere
New YouGov research conducted on behalf of and published by Coupons.com in the UK and Europe has highlighted the increasing influence of printable-coupons in influencing consumers’ purchasing habits.
The survey, which draws on a nationally representative sample of 1,790 adults across the UK, showed an 11% year-on-year increase in fast-moving consumer goods (FMCG) and supermarket coupon redemptions. The survey also found 28% of consumers were more careful to remember coupons when heading to the supermarket, and 16% were using coupons more than they were a year ago.
Cost-conscious consumer trend
Jared Keen, managing director of Coupons.com in the UK and Europe, the coupon company that recently acquired Couponstar, commented: “There has been a significant increase in coupon usage across the UK and Europe over the last few years, driven in part by the global economic downturn and consumers’ focus on the online medium for new information, promotional offers and coupons to help them save on supermarket shopping. It is becoming increasingly important therefore, for brands and retailers alike, to continue to utilise new technologies such as secure printable coupons to offer money saving coupons that engage consumers online and subsequently drive measurable in-store sales.”
The YouGov survey results also highlighted consumers’ increasingly discerning shopping habits, as they continue to seek the best available deals – from shopping at multiple supermarkets, to swapping brands or down trading when instore. Indeed, of those surveyed, 44% agreed that coupons influence them to choose between brands, while over one third of respondents agree that supermarket coupons influence them to try new products.
Opportunity to capture new fans
While approximately 60% of all coupons redeemed in the UK were retailer specific or from retailer loyalty programmes, such as Tesco Clubcard or Nectar, the research also revealed a significant and growing opportunity for both retailers and brands alike to adopt and embrace printable coupons, with 57% of consumers having printed an online coupon and a massive 81% of the respondents who had previously never printed a coupon, indicating that they would be willing to do so. Furthermore, the research highlighted that women aged 25-39 showed the highest rates of participation in the use of online coupons.
Furthermore, the research shows that if consumers knew that there were coupons available, 52% would be willing to visit a retailer’s website and 42% willing to visit a brand’s website.
Defending market share
Keen continued: “There is a significant opportunity for brands and retailers alike to influence their key consumer audiences in a more targeted fashion, as they drive to defend market share. Coupons.com is at the forefront of developing secure digital couponing and vouchering programmes for the international FMCG, supermarket and pharmacy market, helping brands connect with consumers with money-saving coupons across the digital domain.”
He concluded: “We are currently busy building upon our own existing technology base, to develop new sales and media innovation in areas that include social couponing and virtual couponing. This YouGov research confirms that which we have already found from our experience internationally – that the retailers and brands who are able to present their target consumer audiences with the offers they want, and critically in the way they want to receive them, will be in the optimum position to gain market share from their competitors who may be less agile or quick to respond.”
