A new GfK report, based on over 120 campaigns run by Coupons.com in 2012, shows that digital coupon users spend 42% more per year at supermarkets than the average shopper – a differential of $1,029. This reflects a 7% increase compared to 2011.
The report, which covers six major product categories and 49 subcategories, also shows that heavy digital coupon users (defined as the top 1/3 of redeemers) are among the most desirable shoppers, spending 50% more per shopping trip and $3,171 more per year than average shoppers. The major categories covered are Food, Beverage, Personal Care/Baby Care, Household Care, Health Care, and Pet Care.
The prolific shopping of digital coupon users becomes more noticeable when examining just “stock-up trips,” or occasions when shoppers spend $75 or above. Digital coupon users make 48% more stock-up trips than average shoppers: 19.5 per year, compared to 13.2. Heavy digital coupon redeemers make 169% more stock-up trips annually, for a total of 35.5.
“GfK’s National Shopper Lab enables us to measure actual consumer purchases that give us incredibly accurate and insightful metrics on the shopping behaviors of our digital coupon users,” said Mike Scriven, Vice President of Client Marketing for Coupons.com Incorporated. “The findings reinforce the value of these shoppers, who measurably drive sales for brand marketers as well as increased basket size and shopping frequency for retailers.”
“We are pleased to be working with Coupons.com to provide this ongoing source of insights to the industry,” said Neal Heffernan, Senior Vice President, Shopper & Retail Strategy, at GfK. “Digital coupon users represent a powerful force in shopping trends and a key target group for marketers in food and personal care. Online coupons remain a key motivator among essential target groups – especially for the digitally savvy heavy coupon redeemers.”
The data source is GfK’s National Shopper Lab (NSL), which consists of transaction-based, UPC-level purchase data from over 20 million US loyalty card households. Through NSL, GfK maintains a three-year rolling purchase history with price and coupon redemption information, resulting in top-quality data and insights. The demographic profile of NSL consumers is representative of the total U.S.
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