Nielsen and Catalina looked at drive-to-store shopping behavior. They reveal who are the shoppers who are followers of good online deals and what are the new uses of couponing on the internet. Something to help you in the development of your omni-channel strategy.
The interests linked to the implementation of digital coupons are multiple. Indeed, online couponing allows you to boost sales on your e-store but also to develop your in-store traffic. Let's discover together the behavior of consumers who use these exclusive offers.
Online couponing behavior
Did you know ?
- 50% of consumer households said they go through leaflets and collect coupons before they visit the store.
- 43% of French households declare that digital technology will allow them to gain in convenience when buying everyday products.
Offer online coupons exclusively valid in store. For this, use for example an emailing campaign. Distribute your discount coupon widely through this channel and measure the impact. How many consumers with the coupon from the emailing came to the store?
The "smart-shoppers" who are consumers always on the lookout for bargains will be delighted with your initiative. They will go to the store and potentially buy complementary products.
- 52% of French households are ready to use online discount coupons
- 14% of French households already collect online coupons to spend them in stores for food purchases
- The search for coupons has increased by 60% over the past 3 years.
- French households save approximately €22 per year thanks to online discount coupons.
The obstacles to the use of such offers are no longer really relevant. Many of them already have a couponing behavior on food products.
French consumers are increasingly looking for discounts in order to finalize the purchase. Without a percentage off or free shipping, they're much more reluctant to pay.
So use couponing to mix your digital touchpoints. Offer discount coupons but under certain conditions: coupon only valid online for a previous purchase in store (or vice versa), coupon available on the facebook page, or by emailing (obligation to like the page and subscribe to the newsletter ,…)
Couponing behavior of millennials
As for millennials (consumers aged 21 to 34) or generation Z (individuals aged 15 to 20), they are already 3 times more users of digital solutions for their food purchases than the over 50s and 1,5 .35 times more than 49-XNUMX year olds.
Why not create a strategy that speaks directly to them? Heavy smartphone users, bet on interactions via the mobile application. Reach this part of the population differently, with different offers addressed to them.
It should be noted that more and more of them are adopting digital channels for their food shopping. All areas of activity can take advantage of this broad trend towards the use of digital.
The digital coupon as a real recruitment and loyalty strategy
Finally, digital coupons allow you to start creating a recruitment and retention strategy. Indeed, coupons can be used in both cases. First, you can promote your brand and your products by offering discount offers for new products or dedicated only to new consumers (new subscribers to your newsletter, new facebook fan, new visitor to your site, etc.). This way, you engage the consumer a little further in their buying journey and incentivize them a little more to checkout.
On the other hand, couponing can also be a real loyalty strategy. On every occasion, customer's birthday or even during events like Mother's Day, Valentine's Day, etc., you can offer him exclusive discounts (discounts that a non-customer does not get for his first purchase)
- 61% of online coupon users had not purchased the product before.
- 44% of online coupon users redeem the product afterwards
Infographic source: Nielsen
Couponing is a great opportunity to seize in order to win new customers or retain those who have already purchased from you. Don't hesitate to make your different communication channels work together in order to get the most out of this strategy. Finally, don't forget to communicate widely about these exclusive offers by encouraging Internet users to follow you and interact with you via different touchpoints, whether digital or physical.
