Consumers Clicking for Coupons
from Information Resources and Platform-A shows fewer consumers clipping
coupons from free standing inserts (FSIs) in their Sunday newspapers while
greater numbers are clicking on downloadable coupons on manufacturer, retailer
and third-party websites.
have brought about an increased focus on value for American consumers and
interest in coupons has grown as consumers look for ways to save.
an economy that makes coupons much more relevant to the average consumer,
a rising generation of families totally at home with the Internet, and
an overall decline of the newspaper and its Sunday circular distribution.
There’s clearly a huge window of opportunity here,” said Mark Ellis,
senior vice-president, AOL/Platform-A, in a press release.
the study, 78 percent of shoppers currently use newspaper coupons at retail.
Roughly 40 percent of consumers were likely to go online to get coupons.
“What’s particularly remarkable about
the study results is how open young people are to the idea of using coupons
online — even though clipping coupons from the newspaper really hasn’t
been their thing,” said J. P. Beauchamp, senior vice president, IRI
Consumer & Shopper Insights. “I think we’ll be seeing CPG manufacturers
jumping on this trend — using online coupons to court a new generation
of consumers and build loyalty during these cost-conscious times.”
Discussion Questions: Will we see a growing
number of CPG brands moving to online coupons in the near future? What
factors would prevent retail stores from accepting online coupons? Are
stores that don’t accept online coupons operating at a competitive disadvantage?
[Author’s Commentary] While the
move to online coupons grows, there are still large chains that do not
accept internet coupons. On a recent trip to a Top 25 supermarket chain
store, a cashier said, “We don’t take this here,” after
being handed coupons downloaded from the SmartSource website. Being in
a somewhat irritable mood to begin with, I replied, “No problem, we
don’t buy these here,” and put the products off to the side.
We contacted the chain in question
for comment and have not received a response.
and IRI Release New Research on Couponing Trends – Information