In fact, an Inmar survey of 1,000 US grocery shoppers in January 2018 found that nearly four in 10 respondents had bought more than they intended to because of a good deal. And almost as many bought from a brand they wouldn’t have otherwise purchased.
As expected, consumers continue to rely on a combination of coupon types for savings. Fully 55% of those surveyed said they use both digital and paper coupons.
However, 53% of respondents expressed a desire for all coupons to be digital. What’s more, 63% would increase the amount of coupons used while shopping if the offers were available online.
Despite the interest and convenience of mobile coupons, eMarketer estimates only 53.2% of the adult population will use digital coupons this year. That's an increase of just 3.3% over 2017.
Indeed, the comfort and familiarity of weekly print circulars have made them a hard habit to break. According to Retail Feedback Group, more than half of US grocery shoppers still look to circulars at home for deals.
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Although shoppers haven’t made a complete switch to digital coupons, the format does affect the timeline for purchase decisions, according to the Inmar study.
Of those who rely on digital coupons while shopping, 82% redeem the offer within a week. And three in 10 apply the discount to a purchase less than 24 hours after receiving it.
Still, many shoppers (43%) miss out on savings because they forget to redeem digital coupons at checkout.
To diminish missed savings, scan-and-go apps—which drew interest from 60% of respondents in Inmar's survey—may be an opportunity for retailers. The technology allows consumers to scan product SKUs, see and apply available discounts, and pay for their order without waiting in a checkout line.
Courtesy of eMarketer