2017优惠券与消费者购物行为调查报告（英文版）_22页_2mb

Valassis Coupon Intelligence Report Summary: Influencing Consumers Along the Path to Purchase

Core Content

The 2K17 Valassis® Coupon Intelligence Report explores how print, mobile, and digital coupons influence consumer behavior throughout the shopping journey—before, during, and after the purchase. The report highlights the continued relevance of coupons across various consumer segments and the evolving preferences for accessing discounts through multiple channels.

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Main Points

Overall Coupon Usage

• 90% of consumers use coupons from both online and offline sources.
• Millennials show the most growth in coupon usage, with 94% using them in 2017, up from 88% in 2016.
• Frequency of use has increased, with more consumers reporting they always use coupons.
• Fewer shoppers report using coupons rarely or never.

Coupon Usage by Media Type

• Print coupons remain a significant source, with 30% of consumers increasing their use of paper coupons from the mail and newspaper coupon books.
• Digital coupons also see growth, with 91% of consumers using paperless discounts (e.g., on smartphone/mobile devices or store loyalty cards).
• Integrated coupon strategies are essential for marketers to maximize reach and engagement.

Coupon Influence on Purchase Decisions

• More than two-thirds of shoppers will only buy a product if there is a coupon available.
• 86% of consumers make a purchase based on a discount in the store, including in-store circulars and mobile notifications.
• Coupons influence new product trials, with 86% of consumers stating they have tried a new product due to a coupon.
• 20% of shoppers said paper coupons were the primary influence for purchasing a food or household product they wouldn't normally buy.

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Key Consumer Behavior Insights

At Home

• 90% of shoppers create a list before shopping, and 84% use coupons during this process.
• Parents are particularly influenced by coupons, with 87% using them when creating a list.
• Parents are more likely to switch stores to take advantage of weekly specials and decide store selection based on coupon availability.
• Hispanic consumers show higher engagement with coupons, with 91% searching for deals in store circulars and 88% finding coupons in print sources before shopping.

In Store

• In-store coupons and discounts significantly impact purchase decisions, with 52% of consumers deviating from their shopping list to take advantage of a sale, ad, or promotion.
• 86% of consumers make a purchase based on a discount in the store.
• 61% of shoppers download paperless discounts on store ID/loyalty cards while in the store.
• 55% of shoppers search for discounts on their smartphone in-store.
• Brand loyal shoppers are still influenced by coupons, with 69% switching brands based on a discount notification on their mobile device.

Everywhere in Between

• Mobile devices play a key role in coupon research, shopping list creation, and receiving discounts.
• 61% of all shoppers and 87% of parents use their smartphone or mobile device to save on CPG purchases.
• Mobile apps for savings, coupons, and rewards have seen significant growth in usage.
• Multicultural consumers and parents are more likely to make purchase decisions on the way to the store.

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Post-Purchase Behavior

• 53% of consumers scan receipts with their smartphone to receive cash back or points.
• Parents are more likely to scan receipts, with 82% doing so.
• Hispanic consumers also show higher engagement, with 73% scanning receipts.
• 60% of shoppers share brand reviews and savings information with family and friends after a purchase.
• 79% of mobile coupon users share their experiences, reinforcing brand loyalty and influencing others.

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Segment Spotlight

Hispanic Shoppers

• More likely to use coupons and search for deals while at home.
• Higher rates of switching stores for better deals and using paperless discounts.
• 88% of Hispanic consumers find coupons in print sources before shopping.
• 81% of Hispanic consumers download paperless discounts onto their loyalty cards.
• 51% of Hispanic consumers increase shopping at stores other than their usual choice due to better deals.

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Conclusion

• Coupons are a powerful influence on consumer behavior at every stage of the path to purchase.
• Marketers must adopt an integrated approach to reach consumers before, during, and after their shopping journey.
• Print coupons remain dominant, but digital coupons are gaining traction, especially among millennials, Hispanic consumers, and parents.
• Loyalty programs and mobile engagement are key to post-purchase retention and social influence.
• Social media sharing of coupons and savings is becoming a critical channel for brand advocacy and consumer influence.

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Fast Facts

• 90% of consumers use coupons.
• 86% of consumers make a purchase based on a store discount.
• 53% of all consumers scan receipts for cash back/points.
• 60% of consumers share brand reviews and savings with family and friends.
• Hispanic consumers and parents are key influencers in the shopping ecosystem.

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Recommendations for Marketers

• Focus on multi-channel coupon distribution (print, digital, mobile).
• Leverage mobile apps and digital notifications to engage consumers in real-time.
• Target parents and Hispanic consumers with personalized and timely promotions.
• Encourage post-purchase engagement through reward programs and social sharing.
• Use data-driven insights to optimize coupon placement and timing for maximum impact.