Consumer Insight – Shoppers’ use of coupons

According to MD of fast.MAP, David Cole, it is illogical that marketers continue to vastly underestimate the number of shoppers who sometimes redeem coupons while overestimating the number who regularly do so.

He claims that many imagine there is a subset of shoppers who collect and use every coupon they can lay hands on; misredeeming them wherever necessary.

Some 83% marketers believe most people misredeem, according to the findings of the latest (6th annual) fast.MAP Marketing-GAP Tracking Study. In fact, the same survey reveals that the majority of consumers never misredeem.

It’s far more likely that there are only a few slavish redeemers, but many shoppers who will occasionally bother to save and redeem a coupon when they either want to sample the product or if it’s the kind of item they like. This is a perfect example of self-targeting, cost-effective marketing.

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Want to design campaigns for high impact? Read our article on: How to create compelling coupons