business news in context, analysis with attitude

A new study from and the GfK market research firm says that "heavy digital coupon users shop 47 percent more often than the average shopper, spending $6,081 annually on groceries and household goods alone — an incredible 114 percent more than the national average."

According to the report, "the study divided consumers into three categories: all shoppers, digital coupon shoppers and heavy digital coupon shoppers. Digital coupon shoppers are defined as consumers that use at least one coupon per year, while heavy digital coupon shoppers are defined as those that use 90+ coupons annually. Within each of these categories, the study analyzed the frequency of shopping trips and the average basket price per trip.

"In addition to making more frequent shopping trips and spending more on grocery and household items annually, heavy digital coupon users are also spending more each time they shop. The average shopper spends $41.17 per shopping trip while heavy digital coupon users spend $63.97, underscoring their value to retailers."
KC's View:
My view on this is pretty clear - that more targeted coupon delivery systems, in the long run, are the best way to drive customer traffic and sales. And the presumption here is that digital coupons will be more targeted than most.

Though, to be fair, if had come up with a study that said anything else, we all would've been more than a little surprised.