Coupons remain a powerful shaper of shopper journeys: because of available coupons, 80% of consumers altered their purchase behavior in one or more ways:
- 37% bought sooner;
- 35% bought a different brand;
- 35% bought more;
- 24% bought an alternate product within the brand; and
- 18% switched back to a brand they had bought previously.
But like the rest of retail, couponing has moved toward digital, such as "load-to-card" coupon offers. Redemption for load-to-card coupons is more than 7X higher than for coupons provided in traditional paper freestanding inserts (FSIs) — 15% vs. 2% — despite much lower distribution rates: 32% for load-to-card vs. 90% for FSIs.
Learn more about coupons' move toward personalization and digitization in this infographic from Inmar.