Digital Coupon Users Spend 42% More Annually Than Average Shoppers - Up 7%
GfK tracked over 120 Coupons.com campaigns
NEW YORK -- May 9, 2013
A new GfK report, based on over 120 campaigns run by Coupons.com in 2012,
shows that digital coupon users spend 42% more per year at supermarkets than
the average shopper – a differential of $1,029. This reflects a 7% increase
compared to 2011.
To download a detailed report on these trends, click here.
The report, which covers six major product categories and 49 subcategories,
also shows that heavy digital coupon users (defined as the top 1/3 of
redeemers) are among the most desirable shoppers, spending 50% more per
shopping trip and $3,171 more per year than average shoppers. The major
categories covered are Food, Beverage, Personal Care/Baby Care, Household
Care, Health Care, and Pet Care.
The prolific shopping of digital coupon users becomes more noticeable when
examining just “stock-up trips,” or occasions when shoppers spend $75 or
above. Digital coupon users make 48% more stock-up trips than average
shoppers: 19.5 per year, compared to 13.2. Heavy digital coupon redeemers make
169% more stock-up trips annually, for a total of 35.5.
“GfK’s National Shopper Lab enables us to measure actual consumer purchases
that give us incredibly accurate and insightful metrics on the shopping
behaviors of our digital coupon users,” said Mike Scriven, Vice President of
Client Marketing for Coupons.com Incorporated. “The findings reinforce the
value of these shoppers, who measurably drive sales for brand marketers as
well as increased basket size and shopping frequency for retailers.”
“We are pleased to be working with Coupons.com to provide this ongoing source
of insights to the industry,” said Neal Heffernan, Senior Vice President,
Shopper & Retail Strategy, at GfK. “Digital coupon users represent a powerful
force in shopping trends and a key target group for marketers in food and
personal care. Online coupons remain a key motivator among essential target
groups – especially for the digitally savvy heavy coupon redeemers.”
The data source is GfK’s National Shopper Lab (NSL), which consists of
transaction-based, UPC-level purchase data from over 20 million US loyalty
card households. Through NSL, GfK maintains a three-year rolling purchase
history with price and coupon redemption information, resulting in top-quality
data and insights. The demographic profile of NSL consumers is representative
of the total U.S.
GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2012,GfK’s sales amounted to EUR 1.51 billion.
To find out more, visit www.gfk.com/us or follow GfK on Twitter:
GfK Marketing and Communications, Consumer Experiences North America
David Stanton, 908-875-9844
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