Placed and RetailMeNot Release “The State of Coupons and Role of Mobile” Study

Placed and RetailMeNot partnered once again to deliver a study highlighting the prevalence of the omnichannel shopper. As a follow-up study to last year’s “State of Holiday Shopping,” Placed surveyed 10,843 consumers from its mobile audience to dive deeper into the impact that mobile has on couponing and the shopping planning process.

 

“These results highlight the need for retailers to have an omnichannel presence when it comes to offers,” said David Shim, founder and CEO, Placed. “Print is the medium in which retailers have had decades to optimize against redemption, but the greenfield opportunity exists in mobile and omnichannel coupons.”

 

The study quantified this greenfield opportunity:

  • Mobile apps have become the primary source for deal seeking: 42.8% of consumers typically use mobile to locate coupons, followed by print at 35.9%, and 28.8% across all other platforms.
  • Apps serve as an in-store assistant. 75.0% of consumers used at least one app to assist in their shopping experience while in-store, and 27.5% used at least three apps.

When asked about favorite and most influential shopping apps, consumers affirm the importance of delivering a high-quality omnichannel experience, which is the foundation of consumer reach today.

Amazon took the number one spot as a consumer favorite, followed by RetailMeNot and Walmart. The data highlights not only the popularity of online marketplaces, but also promotional incentives on consumers.

 

Top 5 Favorite/Most Influential Shopping Apps Among US Consumers

  1. Amazon
  2. RetailMeNot
  3. Walmart
  4. Groupon
  5. eBay

Utilizing mobile deals as part of an omnichannel experience is key to converting window shopping into an in-store purchase. eMarketer found that mobile is the driving force behind coupon growth: in 2015, the number of US consumers redeeming mobile coupons reached 97.4 million, representing growth of 18.4% over the year prior.

 

While the study reveals that coupon use for shopping offline (70.2%) continues to exceed coupon use for shopping online (51.4%), digital coupons are quickly approaching the same redemption rate as printed coupons. 63.9% of survey respondents redeem physical/printed coupons, but 58.0% redeem digital coupons and 45.0% redeem coupon codes. Digital channels provide an additional and efficient medium for consumers to find coupons and then print them out prior to shopping, or show them on a phone while in-store.

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With the omnichannel retail trend expected to grow exponentially over the next few years, the most successful retail marketers will be those who employ mobile digital coupons as a major tactic to complete the consumer’s purchase. 2015 was the year of the omnichannel shopper, but 2016 is set to be the year of the omnichannel saver and coupon user.

 

Download the White Paper for more key insights into consumer trends in couponing and the impact that mobile has had in changing the shopping planning process: https://www.placed.com/resources/white-papers/mobile-now-the-standard-in-couponing