Deal Oriented Moms

Over the past couple of years, deals programs have become one of the ways consumers save money. Moms, very often being the keepers of the household purse strings, are on the look-out for ways to stretch the family budget. So it just makes sense that deals programs are one of the places moms are turning for savings.

• Nearly 30% of moms are registered with a daily deal program

• Moms are nearly twice as likely as consumers as a whole top take part in daily deals

• Over 90% of moms who are registered with a deal program are registered with Groupon, 36% use LivingSocial and 11% use a different provider

• 26% of moms in deals programs purchased deals from a business they already patronize

• Nearly one in four moms in a deals program visited a business because there was a deal and continue to do businesses with them

• Just over one-third of moms participating in deals programs tried a business because of the deal, but haven’t returned

What Does This Mean To You

We’ve shown you how important moms are as a consumer base. In Metro Orlando, nearly half of all participants in deals programs are women with children in their households. They are a great way to aquire new customers, including the important mom segment. Six in 10 moms tried a business because of a deal. For more information on how deals programs can help your business acquire new customers and ways to keep them shopping at your location, 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: Edison Research; Arbitron; The 2012 Scarborough Report, Release 1

Habits And Attitudes of Online Shoppers

A few weeks ago, we had a post about the continued rise in online shopping and ecommerce. A new report has been released that details how e-shoppers feel and what they plan to do in 2012.

• Over half of online shoppers plan on spending more in 2012 than in 2011. Just 21% said they would be spending more last year

• 36% of online shoppers said they were going to be spending more because they were confident in the economy. 36% also said they thought retailers would be offering better deals than last year. 30% said they were making more this year than last year.  Another 6% said they were just tired of being frugal.

• Half of consumers said they would be spending more on consumer electronics and clothing.  29% said they would be spending more on furniture, books & DVDs

• 46% said they plan to use deal sites in 2012. Among those visiting deal sites, Over half said they would be searching for deals on dining & food, 46% said shopping, 42% said events & entertainment and 34% said items for family & kids

• When it comes to shopping locations, 45% said they combine shopping online and brick & mortar stores, 42% said mostly online, 12% said mainly brick & mortar and just 1% said they were primarily mobile shoppers.

What Does This Mean To You?
Online shoppers offer you a great opportunity to expand your footprint and develop new customers.  A majority of shoppers said they were planning to spend more but they are looking for deals.  When was the last time you reviewed your online shopping options? How are you promoting them? HOw are you promoting sales and specials on your site? Is your online store easily navigated? Are you involved in a local deals program? Online shoppers don’t just buy online, they combine in-store and digital purchasing.  Make sure your staff and any customer service personal are well versed in your online offerings.  For more information on creating a successful ecommerce program, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Emarketer; PriceGrabber; Experian

Shoppers Go Digital For Savings

Even though there has been some recent good economic news, shoppers are still looking to save money wherever they can.  A new reports shows that digital tools are providing them several great ways to help them stretch their budgets.

•  During the 4^th quarter of 2011, nearly 40% of study participants downloaded coupons from a manufacturer’s web site

•  37% downloaded coupons from a retailer’s site

•  35% got coupons from a couponing site

•  Over a quarter of those surveyed had researched products on web sites
before purchasing

•  More than one in five visited an online deals site

•  All of these activities were higher in Q4 of 2011 than in Q2 or Q3

•  55% used a coupon &  49% checked newspaper circulars

 

What Does This Mean To You?

Consumers are actively looking for ways to save money.  Holiday credit card bills have hit and so has the money crunch with many consumers.  What has your business done to make it affordable for your customers to continue spending money with you?  We are not necessarily recommending the
Schooner Tuna approach (see the classic movie, Mr. Mom), but you should definitely look every opportunity to draw customers into your store.  Using coupons is a great way.  Also, price matching might be a tactic, depending on your business model.  It’s clear that consumers are doing their homework and preparing before they shop. For more information on ways to create awareness and draw more traffic, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: SymphonyIRI Group; Emarketer

Dining Behaviors And Lessons For All Businesses

The tough economic times have changed how and where consumers spend their money and what they consider important. The restaurant industry, in particular, has been dramatically affected.  A recent report outlined how diners have reacted to recent economic woes and what things might entice them to dine out more often.

• Nearly three-quarters all diners surveyed said they plan on eating out less often in order to save money
• Four in 10 diners felt that restaurants are offering a better value
  than in the past
• 38% said they would eat out more often if they had healthier menu options to choose from
• Half said they would likely try a new restaurant if they received a group deal on it

What Does This Mean To You?

While this study pertains to restaurants, there are conclusions that can be drawn for businesses overall.
Consumers are saving money and not purchasing things they don’t consider necessities.  They also believe that there are not receiving as much value out of purchases today as in the past.  Your marketing message should speak to consumers needs, stress how your product or service will be a benefit to them – how it will save them time or money in the future. This will also help you boost the perceived value of your merchandise.
More and more people are thinking about their health. If your goods & services can help consumers to become healthier, promote it in your message. Consumers are willing to try new things, if they don’t have to pay full price. Group deal programs are amazing acquisition tools and consumers love them. Use deals to reach new customers, but don’t ignore them after they have utilized the deal. Reach back out to them and create loyalty with other offers. Group deal programs can provide you a wealth of information on customers, but it won’t help you if you don’t use it. For more information on efficient and effective ways to reach customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Equation Research

Group Deals Prove Effective

Group deals are all over the place and for good reason.  Not only are consumers interested in signing up for them and saving money, local merchants are seeing success from them.  Currently 12% of local merchants have offered a daily deal, that’s an increase 33% since June of 2011.

In a recent survey of merchants who signed up for a deals program:

• Three-quarters say they would offer another deal in the future
• 61% said that group deals were effective in customer acquisition
• 37% stated that the increased profitablity from deals programs would lead them to do more – that’s an increase of 54% in 6 months

What Does This Mean To You?

Consumers are looking to save money wherever they can.  Last year, we had several posts on consumer activity and group deals, some of the latest information points to over half of consumers using a deals program in the past 12 months.  As mobile couponing continues to climb, I expect deals participation will as well.  But deal participation is only one step.  Deals are a great customer acquisition tool, but what are you doing to extend that relationship?  What kind of information have you gathered on consumers who are buying your deals? Are you re-contacting them to build loyalty? For more information on increasing sales with deals programs and creating long-term loyalty, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Center For Media Research; MerchantCricle; Borrell

Mobile Coupon Redemption Set To Grow

When you combine the fact that so many people have mobile devices
and the tough economy, the fact that mobile couponing is set to grow
shouldn’t be a surprise. But what is surprising is the rate at which it is
going to grow.

• This year, it’s estimated that mobile coupon
  redemption will equal $5.4 billion worldwide
• By 2016, that number is anticipated to grow
  seven fold to $43 billion
• Digital couponers tend to be affluent consumers
  – their average household income tops $100,000

What Does This Mean To You?

Mobile offers your business some great couponing opportunities.
QR codes and permission based SMS are two methods that are quick and
easy to get involved in. These strategies give you business ways to
not only segment and target your coupons but avenues of increased engagement.  You can use these to do more than offering customers 10%
off their purchase or some other generic deal, utilize them to deliver content, product news or a chance to register for deeper discounts.  Mobile coupons are just another example of how engrained the mobile platform has
become.  For more information on how we can help you get started
with mobile couponing, please contact your Orlando Sentinel Media
Group representative or:
Al Fiala
407-420-5702
afiala@orlandosentinel.com

Source: Mobile Commerce Daily; Juniper Research; Coupons.com

“Deals” Programs Continue To Grow

In a previous posts we’ve showed you that nearly 70% of smart phone owners
had purchased a “deal” and that over half of internet users subscribe to at least 2 “deals” emails.  New data shows us that the “deals” trend is not waning in the eyes of the consumer.

• Currently, consumers are spending $873 million dollars annually on
  “deals” programs
• Spending is expected to increase to $3.9 billion by 2015, a growth rate
  of 35%
• 80% of consumers who purchase “deals” are new customers to
  that business

What Does This Mean To You?
Most companies are always looking to increase traffic and awareness to their business.  “Deals” programs do just that.  With the anticipated increase in spending and the large available audience, “deals” programs are a great vehicle for getting you noticed and to develop a loyal customer base.  For more information on how a “deals” program can increase awareness of your organization, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Emarketer; BIA/Kelsey; MarketingVox

Digital Couponing Seeing Growth

While the vast amount of coupons used come from newspaper inserts, the use of digital coupons is rising.

• This year, nearly half of all online adults will use a digital coupon
• Since 2009, the number of people using digital coupons has grown
• By 2013, it is estimated that nearly ½ of all online adults will use digital coupons
• That’s a jump of 8.6 million users

What Does This Mean To You?
Mobile technology offers you a huge opportunity to take advantage of the digital couponing trend.  Along with emailed coupons; QR codes, permission based SMS campaigns and in app ads are three ways that your clients can benefit from digital coupons.  For more information on all of the digital couponing capabilities available, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: EMarketer

Deals Programs Increase Customer Bases And Loyalty

Consumers love “deals” programs.  In prior posts, we’ve shown that over 70% of the mobile audience has purchased a “deal”.  New research from ForeSee Results gives some insight into who are buying “deals”.

• 38% are already loyal customers of that business
• 31% are new customers
• 27% are infrequent customers
• 4% are former customers

What Does This Mean To You?

While “deals” can help you create loyalty with repeat business from existing customers, they remain acquisition models. Over 6 in 10 “deals” buyers are infrequent or new customers.   If you are trying to grow your business or increase awareness, “deals” programs are a great add on to your
current media plan.  For more information on how to create success using deals programs, please contact your Orlando Sentinel Media Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: ForeSee Results

Creating Results With Email

Did you know that 90% of Americans get at least one permission-based email every day.  These are emails that they have asked to receive and are an effective way for you to reach your customers

• Nearly 50% always open mail from their favorite companies
• 70% said they subscribed to receive a discount
• Half of all consumers said they made a purchase because of an email
• 56% of people age 15-24 sign up for emails looking for deals

Why this matters to you:
Email marketing gives you a great opportunity to engage clients.  You can target current and prospective customers in a highly efficient manner.  Following the correct procedures will ensure that you and your customers maintain a good relationship.  Make sure your email communication is permission based , never SPAM.   Email marketing done poorly is not only ineffective but can cost you a lot of money.  Violations of the CanSpam Act can cost up to $16,000 per occurance.  For more information on how we can help you create efficient and effective email campaigns, please contact your Orlando Sentinel Representative or
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Exact Target