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Women Primarily Obtain Coupons
Coupons fit into the lives of male and female shoppers differently. They
search for coupons in different media, redeem them in different
channels, and use them to accomplish different shopping objectives.
Across both gender groups, newspapers and direct mail/circulars hold the
top spots for finding deals (62% and 58%, respectively). However, women
are clearly more involved in clipping coupons, surpassing males in just
about all coupon sources except mobile phones.
Men Use Tech for Planning
Interestingly, when it comes to technology and coupons, men start to
become more involved in the shopping process with coupon, retailer, and
brand websites coming in right behind newspapers as places where they
actively seek out coupons. The increased interest in online coupons
indicates that men who are seeking coupons online during their
pre-planning and research stage of shopping are more open to marketing
messaging if provided with the right amount of benefit.
In this case, the coupon would not serve as an awareness-raising
vehicle or customer-acquisitions device but as a driver to CRM marketing
programs, like frequent-buyer clubs and memberships.
Consumers Eye Coupon Convenience
Nearly three out of four shoppers (74%) report using coupons because
they are convenient and useful, while 26% say coupons take too much
effort to find and use. Older shoppers (50-plus years) use coupons often
and are more likely to use them to buy familiar brands and products,
yet a significantly higher amount (32%) report that coupons take too
much effort to find and use.
Interestingly, shoppers are split when addressing the issue of
whether coupons cause the brand decision or the brand decision drives
the coupon search. Shoppers who report that coupons are “convenient and
useful” are using them for items that they buy and re-stock often (e.g.
paper products, cleaners, cereal).
For items that have a larger repurchase cycle (e.g., furniture,
electronics, motorcycles), coupons may not be as useful to the shopper
unless they receive them at precisely the right time when they are
considering a repurchase or close to a repurchase point.
Full story here