August 05 2008

Coupons have knock-on effects with cash-strapped consumers

Offering coupons and discount vouchers has a range of positive knock-on effects on how consumers view your company in a downturn, researchers have found

Figures from the US, where the credit crunch has had longer to sink its teeth in, show that offering coupons can have a range of additional knock-on benefits that might not normally have been accounted for.

Online coupon distribution specialist Coupons Inc's 2008 Printable Coupon Consumer Pulse survey has found that:

• Coupons increase a brand's equity and perceived value:
  • 58% of those surveyed say they believe a brand providing coupons online is more likely to provide new products that they will enjoy
  • 57% say those companies care about keeping them as a customer.
• More than 70% of 'coupon clickers' would provide their email address, first and last name, and answer survey questions for a $2 coupon.
• Coupons fuel marketing initiatives:
  • 73% of coupon clickers are more likely to open an email if a coupon is offered.
  • 64% are more likely to click on an ad banner or search listing if they know a coupon is offered.

"The economic downturn is generating a shift in coupon use and a long-term change in consumer perception and behaviour," explained Steven Boal, CEO of Coupons Inc. "A new generation of shoppers is discovering coupons on the web and printing coupons is becoming a regular part of a consumer's shopping routine."

The full 2008 Printable Coupon Consumer Pulse survey is available to download as a pdf free of charge from the Coupons Inc website.

by Sarah Clark (Web Editor)