A new GfK report, based on more than 120 campaigns run by Coupons.com in 2012, shows that digital coupon users spend 42 percent more per year at supermarkets than the average shopper—a differential of $1,029. This reflects a 7 percent increase compared to 2011.
The report, which covers six major product categories and 49 subcategories, also shows that heavy digital coupon users (defined as the top one-third of redeemers) are among the most desirable shoppers, spending 50 percent more per shopping trip and $3,171 more per year than average shoppers. The major categories covered are food, beverage, personal care/baby care, household care, healthcare and pet care.
The prolific shopping of digital coupon users becomes more noticeable when examining just “stock-up trips,” or occasions when shoppers spend $75 or above. Digital coupon users make 48 percent more stock-up trips than average shoppers: 19.5 per year, compared to 13.2. Heavy digital coupon redeemers make 169 percent more stock-up trips annually, for a total of 35.5.
“GfK’s National Shopper Lab enables us to measure actual consumer purchases that give us incredibly accurate and insightful metrics on the shopping behaviors of our digital coupon users,” said Mike Scriven, VP of client marketing for Coupons.com Inc. “The findings reinforce the value of these shoppers, who measurably drive sales for brand marketers as well as increased basket size and shopping frequency for retailers.”
“We are pleased to be working with Coupons.com to provide this ongoing source of insights to the industry,” added Neal Heffernan, SVP of shopper and retail strategy at GfK. “Digital coupon users represent a powerful force in shopping trends and a key target group for marketers in food and personal care. Online coupons remain a key motivator among essential target groups—especially for the digitally savvy heavy coupon redeemers.”