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2017年优惠券与购物行为调查报告

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文本描述
COUPON
INTELLIGENCE REPORT
VALASSIS
Infuencing consumers along the path to purchase
Table of contents
COUPON
INTELLIGENCE REPORT
VALASSIS
Valassis generation age segmentation Millennial:Born 1982-1998|Generation X:Born 1965-1981|Baby Boomer:Born 1946-1964
Executive summary .........3
Key trends in coupon use ......4-7
Overall use
Frequency of use
Use by media type
Making purchase decisions......8-9
At home: .10-14
Coupons and discounts influence product, brand and store selection
Shopping list vs actual purchases
What to buy
Where to shop
At the store: ........15-17
In-store influence motivates consumers to deviate from their list
In-store discounts and circulars
Mobile notifications
Everywhere in-between:18-20
The expanded influence of coupons and discounts
Use of mobile savings apps
Impact of coupons from places close to work
Influence of coupons on the way to the store
After the purchase ...21-22
Post-purchase rewards
Satisfied customers influence additional purchases
The 2K17 Valassis
Coupon Intelligence
Report
“Influencing Consumers
Along the Path to Purchase”
provides detailed insight into
how print, mobile and digital
coupons and discounts
impact the consumer
shopping journey—before,
during, and after
the purchase.
Executive summary
<<|return to table of contents|
Consumers are becoming increasingly adept at integrating both print and digital coupons as they
plan their purchases. Overall, coupon use is holding steady with 90% of consumers using them from
a variety of online and offline sources. This finding is relatively consistent across generations and
other consumer audience segments, such as parents and multicultural consumers.
The undeniable conclusion: coupons are influential, impacting shopper decisions at various
stages throughout the path to purchase, beginning with list-making. A majority of consumers prepare
a list when shopping, factoring coupons into the process. Since the items on the list are typically the
ones bought, the role of coupons on purchase decisions is an important one. Parents prepare lists
prior to shopping even more than other consumers and are more heavily influenced by coupons
and discounts.
The influence of coupons on the final product selection is clear—more than two-thirds of shoppers
will only buy a product if there is a coupon for it. Moreover, 86% of consumers make a purchase
based on a discount at the store, including those presented via in-store circulars or mobile
notifications.
For shoppers, the buying process does not simply end with a purchase, as many consumers share
reviews and opinions on purchases with friends and family, thereby influencing the buying decisions
of others. Additionally, consumers scan receipts with their smartphone after the transaction to receive
additional rewards and savings, such as cash back, points, or more coupons. Marketers can harness
these behaviors and cultivate brand loyalty by continuing to find ways to delight and reward their
customers.
The report focuses on consumer behavior related to shopping for traditional consumer packaged
goods (CPG) categories, including food, over-the-counter medications, household items, and health
and beauty products.Infuencing consumers along the path to purchase
KY TRENDS IN
COUPON USE
KY TRENDS IN COUPON USE
Always
Very often
Sometimes
Rarely
Never
2017
15%
28%
36%
12%
7%
2016
10%
28%
37%
15%
10%
Coupon frequency
Overall use. Coupon use remains high overall, with 90% of consumers reporting they use them.
There are no significant differences in coupon use among millennials, generation X, or boomers
(though, perhaps surprisingly, 94% of millennials say they use coupons—the only audience
segment showing growth year over year).
Frequency of use. There has been a significant
increase in consumers who say they always use
coupons when making purchases. Conversely,
fewer shoppers are saying that they rarely or
never use coupons.
Use by media type. Overall, consumers are using
the same or more coupons compared to last year.
They continue to rely on print coupons received from
traditional sources, such as the mail and newspaper.
Approximately 30% of consumers report an increase in
their use of paper coupons versus the prior year. In addition,
more than a third of shoppers note that their use of paperless
(digital) discounts has also increased.
<<|return to table of contents|
All Consumers
90%|90%
2016 2017
Millennials
88% 94%
2016 2017
Generation X
92%|90%
2016 2017
Baby Boomers
90%|89%
2016 2017
My coupon usage
My use of paper coupons I get in the mail
My use of paper coupons I get from a newspaper coupon book
My use of paperless discounts*
Used the same or
more vs last year
2017
Coupon
use
87%
89%
85%
91%
*Discounts I receive on my smartphone/mobile device and/or download onto my store ID/loyalty card
Base: all respondents
*Figures do not sum to 100 due to
rounding and respondents who
indicated they were unsure.Base: all respondents
Base: coupon users41%
29%
31%
36%
Increased
vs last year
46%
60%
54%
55%
Did not change
vs last year
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