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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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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 The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)