Study: Coupon activity reveals changes in shopper preferences
the share of redemption captured by offers that are loaded directly to shoppers’ retailer loyalty accounts (load-to-card) grew 20% between 2015 and 2016.
Analysis by Inmar, Inc., Winston-Salem, N.C., of 2016 coupon activity reveals an ongoing "promotional transposition" with paperless, digital coupons beginning to overtake traditional paper coupons in popularity. Inmar's analysis shows that, among the more than 2.2 billion coupons redeemed by shoppers last year, the share of redemption captured by offers that are loaded directly to shoppers’ retailer loyalty accounts (load-to-card) grew 20% between 2015 and 2016. In comparison, share of redemption for paper coupons found in the Sunday newspaper (free-standing inserts) fell 10% over the same period.
At the same time, Inmar shopper behavior research finds shoppers reporting for the first time ever that they use load-to-card (L2C) offers more often than coupons found in free-standing inserts (FSIs) or store circulars. This activity is continuing confirmation that shopper behavior is irrevocably changing, with convenience becoming an increasingly important factor in determining whether or not shoppers engage with coupons.