US consumer coupon uptake – digital leads the way
US consumers achieved $3.1 billion in savings using coupons over the last year, according to the 2017 Coupon Trends Analysis for Consumer Packaged Goods – a report by NCH Marketing Services, a subsidiary of Valassis.
Catering to consumers’ increasing digital use, CPG marketers drove a 27 percent increase in overall digital distribution. While this contributed to an additional 47 percent in paperless coupon redemption, it was less than 12 share points of total 2017 redemption, and insufficient in scale to replace volume shifted from marketers’ other coupon strategies. As a result, overall CPG coupon redemption declined in 2017.
“The challenge of delivering the right coupon media mix is not new to CPG marketers, but it is now compounded by a changing retailer landscape, shifting consumer product preferences and value-seeking shopping behaviours across the path to purchase,” explained Charlie Brown, Vice President of Marketing, NCH. “Marketers are striving to continually optimise and improve results, and when it comes to coupons, that takes a bit of art and data science to build the appropriate coupon strategy. Companies who strike the right balance of print and digital media can expect improved results in a transforming CPG environment.”
Prior Valassis research based on consumer behaviour and preferences indicates that shoppers want to receive savings in both print and digital formats. According to the Valassis Coupon Intelligence Report, mail ranks as the most preferred way to obtain coupons, while smartphones/mobile devices recorded the greatest increase.