Study: Shoppers look for deals
As much as today's shoppers want convenience, they also prioritize saving money and will make time to uncover the best deals online and offline.
Over half (53%) of consumers indicated they invest over two hours a week looking for deals and savings across all sources, according to a survey from Valassis. About 25% of millennials and moms spend over four hours a week in their search for value.
According to the “2017 RedPlum Purse String Survey," in taking advantage of deals, 41% of respondents said they use an equal mix of print and digital coupons — up six percentage points from last year. More than half (52%) print out digital coupons for use in stores. Meanwhile, 71% said they would use a featured coupon code from a print advertisement to buy online. This group increases to 78% for millennials and 79% for affluent shoppers ($100K+ household income).
Mobile also plays a key role in how consumers save. More than three quarters of respondents and 93% of millennials use mobile while in a store to look for coupons and discounts.
Additionally, more than half of millennials said they have used their mobile device to compare deals online and in-store. Showcasing the power of mobile and geolocation data, 57% of consumers said they have visited a business after receiving an offer on their mobile device when they were near that location.
Other multichannel consumers’ savings habits include:
• Ordering more items online to qualify for free home delivery (31%), and using pick up in store services (15%);
• Using more print coupons (57%); and
• Using more mobile coupons and apps (42%; 55% for affluent shoppers, and 52% among millennials).
“Consumers are embracing a multitude of channels to browse, research, compare prices and make purchases,” said Curtis Tingle, chief marketing officer, Valassis. 'This is keeping marketers of both small and large businesses on their toes, as they work to disrupt consumers’ non-linear shopping journeys. Our recent research indicates that shoppers don’t necessarily delineate between the physical and digital shopping worlds; they want to be able to redeem print and digital deals both in-store and online.”
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