2017年优惠券与购物行为调查报告（英文版）_22页_2mb

2K17 Valassis® Coupon Intelligence Report Summary

Core Content

The 2K17 Valassis® Coupon Intelligence Report "Influencing Consumers Along the Path to Purchase" explores how print, mobile, and digital coupons and discounts influence consumer shopping behavior across different stages of the purchase journey—before, during, and after the purchase. The report highlights the continued relevance of coupons in shaping consumer decisions, with a focus on traditional consumer packaged goods (CPG) categories such as food, over-the-counter medications, household items, and health and beauty products.

Main Points

• Coupon Usage is High and Stable:
  90% of consumers use coupons from various sources, with no significant differences among generations. Millennials show the most growth in coupon use, increasing from 88% to 94%.

• Coupon Use Across Media Types:
  Consumers are using the same or more coupons compared to the previous year. Print coupons remain popular, with 30% of consumers increasing their use of paper coupons from the mail and 28% using paperless discounts.

  • Paper Coupons: 87% of consumers use paper coupons.
  • Paperless Discounts: 71% of consumers use paperless discounts.

• Preferred Coupon Sources:
  Mailed coupons and store circulars are the most preferred sources, with 44% and 40% respectively. Digital coupons and mobile notifications are also gaining traction, especially among younger and multicultural demographics.

Key Trends

• Influence on Purchase Decisions:
  Coupons and discounts significantly impact purchase decisions at every stage. Over 86% of consumers make purchases based on discounts in the store, and more than two-thirds will only buy a product if there is a coupon available.

• Impact on New Product Trials:
  Coupons are a major driver of new product trials, with 86% of consumers influenced to try a new product due to coupons. 20% of shoppers said that paper coupons received at home were the primary influence for purchasing a brand or product they wouldn't normally buy.

• Store Selection Influenced by Coupons:
  84% of shoppers say their store choice is influenced by coupons. Parents are more likely to switch stores for better deals, with 47% indicating they have increased shopping at stores other than their usual choice due to better advertised deals.

• Multicultural Consumers and Parents:
  Hispanic and African American consumers, as well as parents, are more likely to use coupons and digital discounts. They also show a greater increase in using mobile savings apps and digital coupons.

Influencing Consumers at Home

• List Making and Coupon Integration:
  Over 90% of consumers create a shopping list, and 84% use coupons during this process. Parents are more heavily influenced by coupons, with 70% buying an item only if they have a coupon for it.

• Coupon Use in Decision-Making:
  Shoppers tend to make decisions at home before heading to the store, with 53% of food product buyers, 45% of household goods buyers, and 48% of personal care buyers making decisions at home.

  • Store Circulars: 84% of shoppers search for deals in store circulars before going to the store.
  • Internet Coupons: 75% of shoppers print coupons from the internet before going to the store.

Influencing Consumers at the Store

• In-Store Influence:
  In-store coupons and promotions can motivate consumers to deviate from their shopping lists. 52% of shoppers who deviate from their list do so to take advantage of a sale, advertisement, or promotion.

• Mobile Influence:
  Mobile notifications and apps play a growing role in influencing purchase decisions. 51% of shoppers make a purchase based on a mobile notification in the store, and 69% of brand loyal shoppers switch brands based on a discount notification.

• Digital Tools:
  Use of mobile savings apps, especially grocery and coupon apps, has increased significantly.

  • Grocery Store Savings Apps: 51% of all consumers use them in 2017, up from 38% in 2016.
  • Coupon Apps: 44% of consumers use them, up from 31%.
  • Cash Back/Points Apps: 41% of consumers use them, up from 30%.
  • Shopping List Apps: 34% of consumers use them, up from 25%.
  • Deal Comparison Apps: 32% of consumers use them, up from 25%.

Everywhere in Between

• Mobile Influence on the Way to the Store:
  8% of shoppers make purchase decisions on the way to the store, with multicultural consumers and parents more likely to do so. This underscores the importance of mobile coupons and digital promotions in influencing behavior at different points in the shopping journey.

• Mobile Connectivity:
  Consumers are increasingly connected and use smartphones and mobile devices for product research, list making, and coupon retrieval both at home and on the go.

Post-Purchase Influence

• Receipt Scanning and Rewards:
  53% of consumers scan receipts with their smartphones to receive cash back or points, indicating a growing interest in post-purchase rewards.

  • Parents: 82% scan receipts.
  • Hispanic Consumers: 73% scan receipts.
  • All Consumers: 53% scan receipts.

• Social Sharing:
  60% of consumers share brand reviews and savings information with family and friends, influencing others' purchase decisions. Mobile coupon users are more likely to share this information, with 79% doing so.

Conclusion

The report emphasizes the need for an integrated approach to coupon strategies, as consumers use a variety of channels—print, digital, and mobile—to research, plan, and make purchases. Marketers should focus on engaging consumers at all stages of the shopping journey, both online and offline, to build loyalty and drive sales. Parents and multicultural consumers are particularly influential in this process, making them key targets for targeted coupon strategies.