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Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)
 

Why free-standing inserts can break competitor loyalty

A third of loyal customers defect for repeated coupons

Are coupon redeemers only chasing after this week's bargains - or do they represent a longer-term opportunity for brands? An analysis from GfK's National Shopper Lab (NSL) database shows that an average of four in ten (41%) FSI (free-standing insert) coupon redeemers will return to buy the same product again. But "repeat" rates vary broadly by campaign, ranging from 3% to 84%.

GfK also found that a remarkable 32% of redeemers who are already loyal to a competitive product will still "repeat" with the new brand - as well as 66% of those who were already loyal to the couponed product (see table, below).

In addition, the NSL data shows that 50% of coupon redeemers are current buyers of the couponed brand, while the other half are new or lapsed.

GfK's National Shopper Lab has access to shopping data from over 86 million loyalty card users nationwide, covering 96% of the US population and 45 out of 50 states. GfK tracks the buying habits of consumers over the course of years and can trace how specific promotions may affect short- and long-term brand loyalty.

The new findings span from 2013 to 2017, representing print coupon campaigns in 45 CPG categories:

Group FSI Redeemers % Repeating
Current buyers of couponed brand 50% 57%
New/lapsed buyers of couponed brand 50% 24%
Loyal to competitive brand 15% 32%
Loyal to couponed brand 24% 66%
Brand Switchers 34% 44%
New category buyers 15% 16%
One-time category buyers 12% 20%
Total Redeemers 100% 41%

Coupon redemption patterns 2013-2017
Source: GfK

"Really understanding the value of any promotion requires more than a one-time snapshot of behavior," said Neal Heffernan, EVP of Sales Effectiveness at GfK. "By following specific shoppers - new or lapsed buyers of specific brands, or competitive brand loyals - we learn a lot about effective couponing and the value of different executions. This information is essential for setting the right coupon strategy to reach a brand's key customers and potential buyers."


Sources: GfK /
The Marketing Factbook.
Copyright © 2018 - 2026 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2026 Peter J. Clark