Consumer insights – Mail and coupon use

The economic downturn brought coupons back in from the cold. The UK’s cost-conscious consumers were suddenly happy to present vouchers and coupons at supermarkets, retailers and restaurants to claim discounts on a range of goods and services.

Marketers have been quick to tap in to this appetite for thrift, and use coupons to get their brands in to people's homes and drive loyalty programmes, but they could be used more effectively.

This 2011 report uses fast.MAP, TGI and Mintel data to examine consumer behaviour on the high street, and explore the increased use of coupons as a sales promotional tool. It also uses data from the fast.MAP/DMA Marketing Gap Tracker to highlight the difference in consumers’ and marketers’ perceptions of the value of coupons.

Key findings include:

• 61% of consumers used coupons in the year to April 2011 - up from 52% in June 2010.

• 44% of adults always use money off coupons and vouchers.

• 40% of consumers said the fact that a direct mail pack ‘may contain a coupon or voucher’  makes them decide to open/read it.

• 55% of consumers say they never misredeem coupons or use them to buy items other than those specified on them.