Consumer demand for coupons is rapidly increasing.
Valassis’ recent figures show that 365 million coupons were redeemed in the first half of 2014 – the highest amount in nearly a decade. A massive 84 per cent of supermarket shoppers use coupons and consumer appetite for them shows no signs of slowing with the number of coupons redeemed in the first half of 2014 a third higher than the same period in 2013.
This promotional seeking behaviour is becoming increasingly ingrained among consumers with almost a third of people stating they are looking for promotional offers more than they were a year ago. What’s more, this behaviour is widespread across all demographics.
Coupons have long played a key role in the promotional strategy of both brands and retailers to encourage trial, drive sales and boost loyalty. This is crucial as almost all consumers – 93 per cent – claim they will ‘shop away’ from their regular outlet if other retailers are advertising better offers.
This tried and tested technique continues to be a highly effective promotional tool to help retailers and brands gain competitive advantage in a tough trading environment.
Responsible for handling most of the UK’s coupons and vouchers, Valassis is uniquely positioned to help brands and retailers make the most of consumer demand for coupons and holds details of 150,000 live coupon offers on its Offer Masterfile at any one time. Valassis has a 40 year track record of outstanding service delivery and is regularly consulted by the Bank of England as a respected voice of authority on couponing.