Grocers are ramping up their discounting efforts as coupons improve the shopping experience for US consumers.
US shopper satisfaction is significantly improved through the use of coupons. “2023 Global Digital Shopping IndexPYMNTS and cyber source A collaboration that gathered from consumer panels from 6 countries across more than 13,000 participants found that 80% of US shoppers who used coupons were either very or very satisfied with their experience. I was. In contrast, only 60% of those who did not use the coupon said the same thing.
As such, consumers are 33% more likely to be extremely satisfied with their shopping experience when using coupons.
This finding is particularly noteworthy given the rapid increase in recent adoption and availability. According to the study, 70% of U.S. shoppers report using and being aware of coupons, promo codes and offers in 2022, up from 59% in 2021.
Grocers are looking to offer more deals and discounts, embracing the power of coupons to keep U.S. consumers happy. BJ’s Wholesale Club,for example, Financial results announcement In November, “digital-ready” sales increased 43% year-over-year, as brands moved coupons online.
“Five years ago, we were concerned about the fact that our main promotional product was paper coupons and no one loved paper coupons,” said the president and CEO. Bob Eddy Said. “Currently, three-quarters of his promotions are done digitally. Investing in digital has made great strides in both product promotion and usability. Members engaging with us digitally are our best members.”
Additionally, coupons can be a determining factor in how consumers shop (online or in-store).
In a recent interview with PYMNTS, Barbara ConnorsVice President of Commercial Insights 84.51°a marketing insights subsidiary of a major food company Krogershared how increased cost sensitivity impacts adoption e-commerce Channel.
“We know that highly price-sensitive customers are those who are less engaged with e-commerce, have a lower adoption curve, and are the customers who are most likely to go to a store.” One is because they’re looking for sales, deals and coupons, which is easier to do in stores than online.”
Technology providers are also picking up on the growing demand for coupons.grocery aggregator Instacart Towards the end of last year, it announced its launch Promotional suite Providing advertising services for consumer packaged goods (CPG) brands. Provide consumers with self-service options to display personalized deals, promotions, and coupons.
“With average grocery prices rising, we are proud to offer even more ways for consumers to save money and connect with their favorite brands and retailers through Instacart.” Ali MillerInstacart’s Vice President of Advertising Products said: statement At the time.
Grocers see coupons as essential to consumer loyalty. Research from the PYMNTS studyA Major Retailer’s Innovation Mission: Convenience and Personalizationwas created in collaboration with ACI Worldwidefound that 74% of grocers believe that consumers are very or very likely to switch vendors if digital coupons and offers are not offered.
Moreover, many consumers say the same. PYMNTS findingsDecoding Customer Affinity: Customer Loyalty for 2022 Merchant Surveywas created in collaboration with Toshiba Global Commerce Solution42% of grocery shoppers said they would be more loyal to merchants if they had access to a loyalty program that offered their favorite perks.
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