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Study: Coupons drive impulse purchases, don’t erode share of full-price shoppers

BY Antoinette Alexander

NEW YORK — Put a coupon in front of customers and they’ll likely act, but they generally won’t go far out of their way to ensure a better deal. That’s a key takeaway from a recent survey by Tada.com, which offers deals and coupons from more than 5,000 retailers.

The recent study of 8,858 online consumers, who were surveyed immediately post-transaction from 1,356 online stores, revealed that 54% of those who used a coupon during purchase would not have made the purchase without the deal; in addition, 55% of these shoppers were inspired to shop because they received a coupon.

Furthermore, Tada’s Coupon Matter Quarterly Report suggests that couponing generally does not shift full-price buyers into discount shoppers. Of those who did not use a coupon for their purchase but claim to like using them, 76% admit that they did not bother to search for a coupon for their purchase. Meanwhile, 67% of those buyers claim that they would have spent more had they had a discount in hand.

While 38% of all shoppers polled claimed that they can be compelled to shop any category without a coupon, 33% of respondents insisted that they will only buy apparel and accessories when there’s a coordinating deal. Meanwhile, 22% of shoppers hold out on electronics, 15% of buyers wait for discounts on computers and software, and 13% won’t shell out on health and beauty without a deal. The two categories most coupon-proof: Gifts and flowers (7%) and musical instruments (4%).

What’s the preferred coupon source? Well, it’s not social media, which ranked at the bottom of the list. Instead, emails from their favorite stores and brands are by far the preferred way to access deals, according to the study. Flyers and coupons in the mail placed second (24% and 39%, respectively), followed by Googling for deals and coupon sites.

The study also found that, despite the ease of accessing deals through coupon-aggregating sites and searches, 19% of shoppers who didn’t use a coupon on their purchase claim that “they do not ever use coupons,” citing a lack of time as the number one reason (38%) why they don’t look. Meanwhile, 35% claim that the things they want to buy are never eligible for deals, while 14% cite frustration that coupon codes never work.

 

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Duane Reade launches ‘Boo-tiful legs’ Halloween contest to promote hosiery line

BY Antoinette Alexander

NEW YORK — In an effort to raise awareness of its Duane Reade brand hosiery products, the pharmacy retailer has kicked off a three-week omnichannel social media marketing campaign dubbed “Boo-tiful Legs.”

The campaign will introduce and help New Yorkers find the perfect legwear for a multitude of events in time for the winter season. The “Boo-tiful Legs” Halloween contest calls for entrants to upload their original photos wearing Duane Reade brand hosiery, which is produced by Doris International, with their Halloween costume via the Duane Reade Facebook page FanGate. The contest kicked off on Oct. 13 and runs through Nov. 3.

“The ‘Boo-tiful Legs’ Facebook campaign allows our customers to engage in a seamless journey, incorporating Halloween shopping ideation and their ultimate costume experience; all while connecting with Duane Reade on strategic digital, social media and in-store platforms in a relevant and fun way,” stated Calvin Peters, PR and digital communications manager for Duane Reade. “By promoting the affordability and quality of Duane Reade hosiery and the ubiquitous nature of Duane Reade stores across New York City, we are helping our busy patrons find convenient legwear options that are perfect for any and all occasions. The quality is without question; working with Doris International, which produces hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent.”

Initiatives to create and foster interest along with engagement in the contest are integrated using multiple digital marketing platforms, including incorporating participation from Mandi Line, costume designer for ABC Family’s series “Pretty Little Liars,” via the contest hashtag #DRLegCandy content aggregation. The content will be prominent on the Duane Reade website, QR code mobile landing page, Facebook, Instagram and Pinterest channels; path-to-purchase posts and syndication by Duane Reade VIP bloggers; the publishing of photos submitted by entrants via the campaign hashtag #DRLegCandy; in-store signage, in-store radio announcements and POS flyers in all Duane Reade locations.

At the end of the three-week contest, users will select those entrants whom they thought best exemplified the spirit of the contest by “liking” those photos.

The grand prize winner for the best overall photo will be selected by the celebrity judge Line out of the 10 first-prize winners chosen by the public. The grand prize winner will receive a New York City spa experience consisting of two nights double-occupancy hotel stay at the W Hotel in Manhattan, a 75-minute Blissage massage for the winner and a guest, one “24 heaven” body treatment for the winner and a guest, one Fab Feet Pedicure for the winner and a guest and two dinners for the winner and a guest.

Duane Reade brand hosiery products include socks, tights, sheer hosiery, knee highs and leggings in classic and fashion colors in the $3.99 to $16.99 retail price range.

 

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Kmart, Sears launch new leasing program for holiday season

BY Alaric DeArment

HOFFMAN ESTATES, Ill. — Kmart will kick off the holiday shopping season by launching a new lease-to-own program in time for Black Friday, the massmerchandise retailer said Tuesday.

Kmart said it would launch the program through Whynot Leasing and make it available nationwide starting on Nov. 22. Sears, also part of parent company Sears Holdings, also is launching the program, making it available for more than 95 million items via Sears Marketplace, including electronics, home goods, jewelry and tools, as well as major brands and boutique items.

"This year’s holiday season is about savings and creating seamless shopping experiences for our Shop Your Way members, so we’re relentlessly focused on delivering a world-class integrated retail shopping platform that delivers on these benefits," Sears Holdings EVP and president of online, marketing, pricing and financial services Imran Jooma said. "Sears and Kmart are committed to helping members and customers find convenient and affordable ways to shop, without letting the joy of the season become overshadowed by stresses like financial concerns."

Members of the Shop Your Way loyalty program, whom the company said account for 65% of its sales, can access their benefits through a mobile app, which includes a new feature called Shop’In to help members save more during the season by checking in while shopping to access sales and load coupons to their smartphones. Other features include eCoupons, layaway, pay-in-store and Free Anyone, Anywhere Pickup, which allows friends or family to pickup items.

 

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