Coupon Usage is an integral part of a Shopper’s Path to Purchase.

The shopper experience study currently underway by The Integer Group and M/A/R/C Research revealed in their recent newsletter, The Checkout, that 60 percent of shoppers look for coupons before entering a store. This indicates that coupons are still an important preplanning mechanism, especially within the grocery channel.

Coupons have a considerable influence on brand selection, with 86 percent of shoppers reporting that coupons are at least “somewhat
influential.” Females tend to be more influenced by coupons than males, with 49 percent indicating that coupons are “extremely” or “very” important, versus males at 39 percent.

“Coupon value is ranked as the highest motivating factor driving a consumer to switch from their preferred product or brand,” said Craig
Elston, senior vice president, Integer Group. “Shoppers also want simple, clean, and easy-to-redeem coupons, which increases the likelihood of their use by three times.”

The top ranked product brands for coupons are P&G, Kraft, Kellogg’s, General Mills, and Pillsbury. According to respondents, the top retailer brand of coupons are Bed Bath & Beyond, Target, Macy’s, Borders and Costco.

“To compete with the more popular brand-specific coupons, retailers are becoming more aggressive and are increasing shopper awareness by sending out retailer-specific high face-value coupons,” said Randy Wahl, executive vice president, M/A/R/C Research. “This entices a customer to choose a retailer for a shopping destination versus going to a store to redeem product coupons, and most likely increases the chance of a return trip to the retailer.”

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