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COUPON INTELLIGENCE REPORT VALASSISInfluencing consumers along the path to purchaseTable of contentsCOUPON INTELLIGENCE REPORT VALASSISValassis generation age segmentation Millennial: Born 1982-1998 |Generation X: Born 1965-1981 | Baby Boomer: Born 1946-1964Executive summary .3Key trends in coupon use .4-7 Overall use Frequency of use Use by media type Making purchase decisions .8-9 At home: .10-14 Coupons and discounts influence product, brand and store selection Shopping list vs actual purchases What to buy Where to shop At the store: .15-17 In-store influence motivates consumers to deviate from their list In-store discounts and circulars Mobile notifications Everywhere in-between: .18-20 The expanded influence of coupons and discounts Use of mobile savings apps Impact of coupons from places close to work Influence of coupons on the way to the storeAfter the purchase .21-22 Post-purchase rewards Satisfied customers influence additional purchasesThe 2K17 ValassisCoupon Intelligence Report “Influencing Consumers Along the Path to Purchase” provides detailed insight into how print, mobile and digital coupons and discounts impact the consumer shopping journeybefore, during, and after the purchase.Executive summaryConsumers are becoming increasingly adept at integrating both print and digital coupons as they plan their purchases. Overall, coupon use is holding steady with 90% of consumers using them from a variety of online and offline sources. This finding is relatively consistent across generations and other consumer audience segments, such as parents and multicultural consumers.The undeniable conclusion: coupons are influential, impacting shopper decisions at various stages throughout the path to purchase, beginning with list-making. A majority of consumers prepare a list when shopping, factoring coupons into the process. Since the items on the list are typically the ones bought, the role of coupons on purchase decisions is an important one. Parents prepare lists prior to shopping even more than other consumers and are more heavily influenced by coupons and discounts. The influence of coupons on the final product selection is clearmore than two-thirds of shoppers will only buy a product if there is a coupon for it. Moreover, 86% of consumers make a purchase based on a discount at the store, including those presented via in-store circulars or mobile notifications.For shoppers, the buying process does not simply end with a purchase, as many consumers share reviews and opinions on purchases with friends and family, thereby influencing the buying decisions of others. Additionally, consumers scan receipts with their smartphone after the transaction to receive additional rewards and savings, such as cash back, points, or more coupons. Marketers can harness these behaviors and cultivate brand loyalty by continuing to find ways to delight and reward their customers.The report focuses on consumer behavior related to shopping for traditional consumer packaged goods (CPG) categories, including food, over-the-counter medications, household items, and health and beauty products.3Influencing consumers along the path to purchaseK Y TRENDS IN COUPON USEK Y TRENDS IN COUPON USEAlways Very oftenSometimes RarelyNever201715%28%36%12%7%2016 10%28%37%15%10%Coupon frequencyOverall use. Coupon use remains high overall, with 90% of consumers reporting they use them. There are no significant differences in coupon use among millennials, generation X, or boomers (though, perhaps surprisingly, 94% of millennials say they use couponsthe only audience segment showing growth year over year).Frequency of use. There has been a significant increase in consumers who say they always use coupons when making purchases. Conversely, fewer shoppers are saying that they rarely or never use coupons.Use by media type. Overall, consumers are using the same or more coupons compared to last year. They continue to rely on print coupons received from traditional sources, such as the mail and newspaper. Approximately 30% of consumers report an increase in their use of paper coupons versus the prior year. In addition, more than a third of shoppers note that their use of paperless (digital) discounts has also increased.All Consumers 90% | 90% 2016 2017 Millennials 88% 94% 2016 2017 Generation X 92% | 90% 2016 2017 Baby Boomers 90% | 89% 2016 2017 My coupon usageMy use of paper coupons I get in the mail My use of paper coupons I get from a newspaper coupon book My use of paperless discounts*Used the same or more vs last year2017Coupon use87%89%85%91%*Discounts I receive on my smartphone/mobile device and/or download onto my store ID/loyalty cardBase: all respondents*Figures do not sum to 100 due to rounding and respondents who indicated they were unsure.Base: all respondentsBase: coupon users541%29%31%36%Increased vs last year46%60%54%55%Did not change vs last year 88% 91% 87% 87% 87% 86% 85% 89% 90% 85% 86% 85%87% 85% 85% 89% 90% 87% 86% 82% 82% 82% 82% 86% 83% 81% 79% 79%78% 79% 78% 84% 81% 80% 74% 76%66% 71% 81% 89% 74% 79% 50% 54%K Y TRENDS IN COUPON USEI use paper coupons such as those I get from the newspaper coupon book, in the mail, in the store, or printed from my computer I use paper coupons I get in the mail I use paper coupons I get in a store I use paper coupons I get from the newspaper coupon book I use paper coupons I print from my computerI use paperless discounts: discounts I receive on my smartphone/mobile device, download onto my store ID/loyalty cardPaper Coupons & Paperless DiscountsKey trends not askednot askednot askednot askedAll Consumers Millennials Generation X Baby Boomers2016 2017 2016 2017 2016 2017 2016 2017Base: all respondents201744%37%37%35%32%201640%38%31%30%24%I prefer to get coupons in the mail I prefer to get coupons from a coupon book found in the newspaperI prefer discounts from the internet that I can download onto my store loyalty card I prefer to print coupons from the internetI prefer discounts on my smartphone/mobile deviceBase: all respondentsInterestingly, the above usage trends are reflected when looking at consumer preference for receiving coupons and discounts Preferred sources of coupons & discounts 6Mail most preferred; digital preference showing greatest growthThe percentage of consumers using discounts from paperless sources has increased. Yet coupons from printed sources still account for the majority share of use. This demonstrates that shoppers value savings whether via printed or digital formats.Thirty-five percent of shoppers have increased their use of the internet to find coupons. More shoppers are searching a variety of websites for savings, including retailer, coupon, manufacturer and savings sites, in addition to search engines and social media.K Y TRENDS IN COUPON USEPrint: mail, magazines, Sunday & weekday newspaper | Digital media: email, text, QR code, internet sites/apps | Loyalty cards: preferred customer card72016 2017 % Point Increase Retailer websites 57% | 70% Manufacturer/brand websites 53% | 70% Coupon websites 53% | 68% Search engines 49% | 65% Links from savings sites/blogs 44% | 62% Social networking websites 37% | 50% +13+17Websites used to search for coupons+15+16+13+18Base: all respondentsPRINT +DIGITAL +MOBILEScarborough data corroborates an integrated approach to maximize consumer reach.157% Print37% Digital media28% Loyalty cards70% of consumers save money with print, digital media and/or loyalty cards These trends in print, digital and mobile coupons and discounts, emphasize that it remains important for marketers to take an integrated approach to their coupon strategies. A unified plan is key to maximizing consumer reach and engagement.Overall coupon usageInfluencing consumers along the path to purchaseMAKING PURCH SE DECISIONSAT HOME | AT THE STORE | EVERYWHERE IN-BETWEENAt home before my shopping trip at a storeDuring my shopping trip at a store On my way to the store I prefer to shop on the internet53%27%9%3%45%29%8%8%48%29%8%6%Food ProductsHH GoodsPersonal Care & HygienePurchase decisions*Consumers begin their purchase process with research, primarily done at home, and tend to make decisions on most items before they head to the store. Within the food products, household goods and personal care categories, over 45% of shoppers make their decisions at home, while more than 25% make their purchase decisions in the store. MAKING PURCH SE DECISIONS*Figures do not sum to 100 due to respondents who indicated they do not shop or were unsure Base: all respondentsThis is supported by IRI research, which found that 57% of consumers will make their purchase decisions before they enter the retail store.2 In addition, according to a 2016 xAd and Millward Brown study, retail shoppers in the U.S. are more than twice as likely to use their smartphones at home (54%) vs. at the store (24%) for retail information, with nearly 40% of those “at home consumers” using their phones to research a product.3 Although the bulk of influence still happens in the home, there are strong opportunities to capture the attention of shoppers at the point of purchase and while they are out and about, as highlighted later in this report. The key to influencing purchases is to reach and engage consumers via various touchpoints in advance of their shopping trip.9AT H MEInfluencing consumers along the path to purchaseOver 90% of shoppers create a list prior to shopping and 84% use coupons during this process. Recent Kantar Retail survey data indicates similar behavior, with 86% of consumers saying they make a handwritten list before their store trip.4Shoppers do not stray too far from their listsmost report that their purchases are at least similar to their shopping list.This demonstrates that if brands want to be part of the consumers initial consideration set, it is important to get in front of shoppers at home during list creation and preliminary decision-making. For example, more than 70% of consumers report buying an item only if they have a coupon for it. Since coupons impact the list itself, one can see the connection to being in front of the consumer at the beginning of their shopping journey.Coupons and deals impact new product trial. According to 86% of consumers, coupons have influenced them to try a new product. In fact, approximately 20% of shoppers said that paper coupons received at home were the primary influence that encouraged them to purchase a food or household goods brand or product within the past year that they would not normally buy. This was the top choice, even when considering other influencers such as in-store sales and promotions. Further evidence of coupons at home as drivers of product trial redemption data from coupon books delivered via the Free-standing Insert (FSI) shows that 53% of all FSI redemptions were from new/lapsed brand users.5Typically, compared to your shopping list, how similar is the list to what you actually buy?Exactly the sameSomewhat similarAbout half-and-halfSomewhat differentVery differentNot sure17%59%17%4%1%3%Coupons and discounts influence product, brand and store selectionAT H MEBase: prepares a shopping list before going to the store *Figures do not sum to 100 due to rounding.1182% of consumers switch stores to take advantage of weekly specials 77% decide which store to shop based on where they can use paper coupons67% decide which store to shop based on where they can use paperless discounts received on a smartphone or mobile device and/or downloaded onto store ID/loyalty cardWhen it comes to searching for coupons, deals and special offers, consumers look to a variety of sources, beginning with coupons mailed to the home and store circulars. Before going to the store 83% of shoppers find coupons in print sources such as newspapers, coupon books, or in the mail84% of shoppers search for deals in store circulars75% of shoppers print coupons from the internetCoupons and deals impact store selection. Eighty-four percent of shoppers say their store choice is influenced by coupons. In addition AT H MEBase: all respondents12Base: all respondentsPlanning where to shop. When making decisions about where to shop, parents are more likely than all consumers to indicate that coupons and deals influence their store selection. Compared to 33% of all consumers, 47% of parents say they have increased their shopping at stores other than their usual store of choice due to better advertised deals. Both print and digital coupons factor into the store decision: 91% of parents say that they decide which store to shop based on where they can use paper coupons; and 87% of parents decide where to shop based on where they can use paperless discounts received on their smartphone/mobile device or downloaded to their loyalty cards.All ConsumersPrepare a shopping list before going to the storeUse coupons when planning their shopping listSearch for deals in store circulars before going to the storeBuy a product only if there is a coupon for itPlanning what to buyAt home 91% 97%84% 94%84% 94%71% 81%All ConsumersSwitch stores to take advantage of weekly specialsIncreased: My shopping at stores other than my main store of choice because other stores are advertising better deals Coupons influence which store to shopStore selectionAt home Parents82% 92%33% 47%84% 93%AT H MEParentsBase: all respondents13Base: all respondentsParents make their list and check it twice with coupons.SEGMENT SPOTLIGHTAll ConsumersSwitch stores to take advantage of weekly specialsDecide which store to shop based on where I can use paperless discounts I receive on my smartphone/mobile device and/or download onto my store ID/loyalty card Increased: My shopping at stores other than my main store of choice because other stores are advertising better deals Increased: My shopping at stores because they offer/accept paperless couponsAt home Store selectionHispanic Consumers82% 91%67% 81%33% 51%29% 45%Base: all respondentsHispanic shoppers purposefully plan with coupons AT H MEBase: all respondentsAll ConsumersSearch for deals in store circulars before I go to the storeI find coupons in print sources such as the newspaper coupon book or mail before I go to the storeI print coupons
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