Consumers Share Coupons

By their very nature, coupons are viral.  It does matter what the delivery method is, when someone finds a great deal – they tend to pass it on.  For businesses, that means people who clip coupons can be great brand ambassadors for your organization.  New research is available that tells us how people are sharing coupons & deals and how much they are saving.

• 82% of consumers swap coupons

• Half of people who share coupons save at least $31 per week, just
18% of those who don’t share save that much

• Over two-thirds of coupons are shared by word of mouth

• 55% swap printed coupons

• Four in ten are shared via email

• More than one in four deals are shared through social media

What Does This Mean To You?

One of the biggest factors in whether or not a consumer shares an offer is value.
How much time do you put into creating your offers, deals and coupons?
Have you ever looked at it in terms of “Is this something I think is valuable enough to share”?
When consumers share coupons, they are telling people that they think it’s worthwhile.  Coupon sharing is also another form of targeting – in fact, it’s hyper-targeting.  If someone gives you know gives you a coupon, not only do they think it has value – they think you will use.
The key to turning your couponing efforts into awareness tools or customer acquisition methods is a great offer.  For more information on creating awareness and driving traffic via coupons & offers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: RedPlum

Smart Phones And Couponing

Mobile technology has rapidly evolved from the brick phone of the 90’s, to the flip phone of the early 2000’s, to the smart phones of today.  The size is not the only thing that changed, the number of things that we use them for has incrementally increased.  New research shows that helping consumers save money is one of the latest capabilities smart phones are now doing.

How have smart phone owners used their device in the past month?

• Over in five have accessed a coupon via email

• Nearly 20% compared deals

• Approximately one in six downloaded a coupon

• 15% downloaded a savings app

• 15% also used a discount code they got from a text message

• Just over 10% looked for deals through social media

What Does This Mean To You?

Look at your customer base, how many have mobile devices?
How many are using them in your store?
Smart phones are a great way to target your customers through a device they have with them an incredibly large amount of time.
Mobile devices give your customers an easy way to store and redeem coupons & offers from your business.  It’s fairly easy to forget to keep your coupons or misplace them.  But consumers tend keep a closer watch on their smart phones.  For more information on delivering effective messages to consumers through mobile devices, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: RedPlumsMART pHONES aND c

Technology Boosting Coupon Use

The economy remains a challenge for many consumers and they are looking for savings wherever they can. Consumers are also looking convenient methods of attaining those savings. Many consumers are relying on coupons and technology has added to the traditional ways that shoppers find the savings they need.

• Nearly 80% of consumers are using circulars more to plan shopping

• 79% are utilizing printed coupons more than in the past

• Almost eight in 10 shoppers reported using more digital coupons than before

• Over 80% are getting more coupons online

• Consumers using these methods reported saving up to $50 in weekly savings

What Does This Mean To You?

It’s not just consumers who are benefiting from coupons, businesses are too.  Coupons and offers don’t just help you drive traffic to your locations; they also can help you create repeat business and a mine-able database through loyalty programs.
Another benefit from coupons is that they can provide a competitive advantage between you and other businesses as well as increasing your top of mind awareness.  Coupons help your organization stay relevant with consumers when they are looking for reasons to cut back.  For more information on drawing more shoppers to your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: RedPlum

Email Delivers Success

Email marketing maybe considered old-school digital engagement, but it is still extremely successful.  It doesn’t matter whether you are using house or prospect lists, newly released data shows that email is delivering better results now than in the recent past.

• Two-thirds of marketers worldwide said that email was their most successful marketing tool

• From 2010 to 2012, the open rate for house email lists jumped 13% -the current open rate for house lists is at 22%

• During the same period, the email open rate for prospect lists increased slightly, from 11.2% to 11.4%

• The click through rate for house lists increased 17% from 2010 to 2012 and the CTR for prospects jumped 86%

• Email has the highest return on investment of any direct marketing effort
at 28%

What Does This Mean To You

Email is a great tool for creating one to one digital connections. Through advances in audience targeting techniques and automation tools, email has become more effective.  The key to any successful email campaign starts with your target audience.  Delivering offers they find valuable will elevate your image with consumers.  Creating generic offers or not targeting specific messages for specific segments might get your communication classified as SPAM in consumers mind.  There are many legal caveats to marketing via email.  Consulting with an email specialist will help ensure your company doesn’t violate any laws and keeps your business in a positive light.  For more information on how you can develop loyal customers and get great results with email, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; CMO Council; Direct Marketing Association

Smart Phone Shoppers And Grocery Stores

We’ve had many posts showing how important smart phones are as shopping companions.  A new study has been released that focuses on smart phone shoppers and their behaviors at grocery & drug stores. The study brings up several interesting points about these “smart” shoppers, particularly with regard to mobile promotions.

• Three-quarters of consumers would switch brands if they were offered real-time promotions delivered to their smart phones while they were shopping

• Over 80% of 25 to 34 year old smart phone shoppers would be willing to switch brands if they received an offer from a competitive brand while they were in the store

• Over eight in 10 of “smart” shoppers have a prepared list when they go to a grocery or drug store, less than 10% list specific brands to purchase

• 76% of “smart” shoppers make decisions based on price & value

• Promotions and getting the most for their money was a determining factor for nearly 60% of consumers

• Over half said the ability to use coupons impacted their buying decisions

• Less than four in 10 indicated said that brand loyalty played a part in what they bought

• Just over one in four noted that the availability of generic or store brands impacted their purchase decisions and 22% bought new products from existing or emerging brands

What Does This Mean To You

This study might have focused on the activities of “smart” grocery & drug store shoppers, but the conclusions are transferable to many types of businesses.

• Consumers may not be a as brand dependant as once thought – With economic conditions as they are, discounts or promotions may sway shoppers into competitive brands

• Geo-location makes a difference – Smart phones give you the ability to create interactions where ever shoppers are.  Delivering messages to them when they are in store can bring your brand attention

• Coupons are still an influence – Over half of shoppers said that coupons impact their purchase decisions

There are several real-world applications that can be used by all kinds of businesses.  If you own a restaurant, you could deliver a geo-located offer for an up-sell.  If you own a retail store, talk to your vendors and see if there is any co-op programs that will help you brand you store paired with a coupon that saves shoppers money.  If you are in a shopping plaza with competitive stores, a geo-located offer could attract shoppers to your store vs. a competitors. For more information on how geo-location of your message can help you see bigger results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: AisleBuyer

Mobile Coupons Lead To Action

People love to save money.  People are also addicted to their smart phones – so it only makes sense that mobile coupons are a hit with smart phone users. Not only do smart phones offer retailers an easy way to target customers, smart phones make it easy to store & redeem coupons.  Since device owners are seldom without their device, it’s hard for them to forget the coupons.

• 40% of smart phone users redeem mobile coupons

• Over 70% of mobile couponers said they were interested in an app to find deals

• More than four in 10 used a smart phone to specifically find mobile coupons for daily deal programs

• Nearly 40% were interested in finding mobile coupons specifically for
grocery stores

• Almost one in four consumers were interested in using mobile coupons
for free samples or trail offers

•`Nearly 30% of consumers were interested in using printable coupons
from their mobile devices

What Does This Mean To You

“Showrooming” is a big concern for many businesses and mobile coupons can be one solution that keeps consumers in your brick and mortar store vs. going online and making a purchase.  One of the keys to making mobile coupons successful is promoting the fact you offer them.  In store signage, store web sitye and promotion through mobile campaigns are important vehicles in getting the word out.  Having people sign up for mobile coupons also gives you a great database to mine later.  Just make sure you follow SPAM rules if you are going to email from it and make sure your offers remain relevant.   Nearly one in four Central Florida adults currently get coupons via email of text message.  For more information on how you can benefit from mobile coupons, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Harris Interactive; CouponCabin.com; The 2012 Scarborough Report, Release 1

Mobile Shopping Activities

As the functionality of smart phones continue to grow, so do the ways consumers use mobile devices in their purchase making decisions.  A newly released report details what activities smart phone users engage in.  These activities could mean new ways for your company to connect with potential customers.

• Half of smart phone owners used a GPS or Mapping app to find retail locations

• Nearly 45% accessed the web site of a merchant where they typically shop

• More than one-third made a mobile purchase

• Over 30% downloaded an app from a merchant they shop at

• One in five purchased an item because of a mobile email they recieved

What Does This Mean To You

People don’t leave home without their phone and it has become a go-to device during the shopping process.  Nearly 40% of consumer’s thought it was at least somewhat important to be able to make mobile purchases.  While that’s an impressive percentage, it’s also important to note that the number of consumers who feel this was has jumped 26% in the past two years.  There are a multitude of things your business can accomplish with a solid mobile strategy.  For more information in making the most out of your mobile offerings, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Emarketer; Harris Interactive

Internet Users Rely on Grocery Coupons

Grocery shopping is one of those things that people either love or hate. Some people look at it is as  their weekly chance to discover new products and try new foods.  Others see it as a trip to a big, crowed box where people hit you with their carts and the checkout people smooshes your bread.  Either way  coupons play a big part in what people buy, particularly with Internet users.

• In total, nearly 70% of online adults use circulars make their grocery list

• Half use store circulars to create
the list

• 42% use coupons to make their list

• Just 9% use the internet to make
their list

• Over 70% of Baby Boomers and Generation X adults use coupons and circulars to create their shopping lists

What Does This Mean To You

Consumers look to coupons to save money. It also helps them plan their shopping.  Although this study centered around grocery shopping, coupons can help most businesses  create awareness and develop loyal customers.   In these tough economic times, consumers will often try different brands, other stores and new products to conserve cash.  For more on how coupons can help you grow your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Emarketer; SymphonyIRI; The Integer Group, M/A/R/C Research

Rise Of The Smart Shopper

Consumers continue to become more dependent on smart phones during the shopping process.  A new report has been released that looks at the behaviors of these “smart shoppers” – consumers who use their smart phones to aid in the shopping process.

• Two-thirds of U.S. smart phone owners say they use their phones to aid shopping

• Over 70% of “smart shoppers” looked up product facts or figures
on their device and 54% read product reviews on retail sites

• More than half of “smart shoppers” compared prices at different stores and 44% compared prices at competitive retailer websites

• 42% called a friend or family for information and a third emailed them for info about a product

• Nearly 30% found a digital coupon and over one in four read product reviews on a social media site

• 17% of “smart shoppers” posted a question about a product on a social
media site

What Does This Mean To You?

Mobile devices give consumers more power than they have ever had in the past.  Today’s “smart shoppers” are actively looking for product information and the best deal.  While you may not be able to control their price comparing activities, you can make sure that your store’s information is up-to date and that your site is featuring product reviews.  Testimonials are always a positive thing to feature on your site and it’s a great idea to make sure your social media content is free of unresolved customer service issues.  Your mobile offerings should also tout services and discounts that may be available.  Things like free shipping tend to sway consumers.  Email and text campaigns are another great way to keep your organization top of mind with these “smart shoppers”.  For more information on how to create success with mobile campaigns, plrase contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Emarter; Leo J Shapiro & Associates

Why People Subscribe To Emails?

Email has always been a great tool to create one to one communication with consumers.  To make sure your email campaign is successful; it’s a good idea to know why people subscribe to receive things through their inbox.  A new study has been released that tells us just what drives people to sign up for email communication with businesses or nonprofits.

• Nearly 60% sign up
to receive discounts & special offers

• Almost 40% register to take advantage of a specific promotion

• Over 35% sign up because they are a customer or supporter of the business or nonprofit organization

• More than one in four sign up to gain access to exclusive content or to stay informed on the latest happenings

• 25% join because they like that type of business or nonprofit and want to support it

What Does This Mean To You?

Email marketing offers your business a wide array of targeting tools to make sure you put the right message in front of the right consumer.  The main reason people sign up us to receive discounts.  When you are recruiting for your email database either through your web site or brick & mortar location, make sure you promote the fact that email recipients will get discounts.  Also include how often they will receive them and what other kind of special offers they might receive.  Because such a large percentage of people sign up to receive a specific promotion, it’s a good idea to ask your customers what kind of offer they want to receive.  Better yet, if you have a CRM tool, track who responds to what offers and only feed them those types of promotions.  This will make sure that your messages stay valuable to consumers and your message won’t be automatically sent to the trash.  As beneficial as email marketing can be, there are also legal caveats to it.  Never spam, it just hurts your reputation and can cost you financially.  Violations of the Can-Spam act can cost you up to $16,000 per violation.  Navigating the law can be confusing; I would suggested that you speak to an email marketing professional before starting any email campaign.  For more information on how you can get results through email marketing, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Emarketer; Chadwick Martin Bailey