Coupons Should Cater Specifically to Consumersby Tim Manni
It seems all too often when leaving the grocery or drug store I’m handed my receipt along with a drove of coupons for either items I’ll never buy, or for items I’ve just purchased. Along the same lines, there’s nothing worse than that overstuffed envelope that arrives in the mail at least once a week, bursting with ineffective savings on products or services I never seem to have use for. Yet, there’s nothing better than clipping specific coupons for products at a store I shop at regularly.
Wouldn’t it be nice if, specially during these tough economic times — as wages have not yet caught up with inflation — if more stores and businesses catered their coupons specifically to consumers’ tastes in order to maintain strong spending habits? A survey conducted by Prospectiv found that 72% of consumers are using more coupons than they did six months ago.
What I found most interesting was that consumer sales could potentially increase significantly if all retailers were willing to offer coupons specific to a consumers spending habits:
The study also found:
* 80% said they would be very likely or likely to increase their use of coupons if they could be tailored to their interests and delivered online.
* 87% of shoppers said they would be more likely to shop at a retailer that offered coupons.
* And the good news for newspapers: 47% found print and online coupons equally convenient, while just 9% reported online coupons were most convenient.
As coupons catch up with the direct marketing capabilities of the internet, stores may have an easier job attracting customers and keeping them coming back by utilizing online coupons:
“If we fast forward, we are going to see most people getting coupons from the Internet, and that’s the preference of consumers,” Doyle said. “It’s much easier for them to get what they want online, and marketers are going to have to figure that into their plans.”