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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.
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    Categorised as:

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

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

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.

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With The Marketing Factbook at your side, you'll have 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: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

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