Almost all (94%) consumers report using coupons, a substantial increase over the previous year, with paper (+5percentage points) and paperless (+4percentage points) sources both showing growth, according to the '2018 Coupon Intelligence Report' from consumer media delivery specialist Valassis.
The multitude of channels available means there are more options than ever for consumers to plan and save. The report, entitled 'Modern Shoppers and Their Quest for Savings', examines the responses of 1,000 US consumers to determine how modern, dynamic shoppers research and make purchases, with the help of technology, online and in-store for traditional consumer packaged goods (CPG) categories.
Over 60% say they constantly plan their purchases and 36% state they have used a shopping list app - which jumps to 61% for both parents and millennials (74% for millennial parents). While many shoppers prefer print offers in the mail (48%), coupon books in newspapers (42%) and paperless discounts downloaded to store loyalty cards (39%), one of the biggest growth areas is using mobile offers to save.
The study also identified varying behaviours for those who shop mostly online, versus those who shop more in-store - and those who do an equal amount of both. Marketers looking to meet shoppers' increasing demands for savings should take note of the following:
"This year's report proves saving is still a top priority for consumers - the recent analysis from NCH Marketing Services found that consumers saved $3.1 billion in 2017 with CPG coupons," said Curtis Tingle, Chief Marketing Officer for Valassis. "Our latest study further shows consumers' willingness to look for value from many sources. To meet these expectations, marketers should keep in mind that today's modern shopper is dynamic, constantly moving between online and offline channels as they plan, shop and save."
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