Channel hopping, savvy shoppers embrace paper and paperless offers

Valassis has released its annual 2K18 Coupon Intelligence Report. Titled Modern Shoppers and Their Quest for Savings, this surveyed 1,000 US consumers and found that 94% report using coupons, a substantial increase over the prior year, with paper and paperless sources both showing growth (up five and four percentage points respectively).

Over 60% say they constantly plan their purchases and 36% have used a shopping list app, which jumps to 61% for both parents and Millennials (74% for Millennial parents). While many shoppers prefer print offers in the mail (48%), coupon books in newspapers (42%) and paperless discounts downloaded to store loyalty cards (39%), one of the biggest growth areas is using mobile offers to save.

Curtis Tingle, Chief Marketing Officer, Valassis, comments: “Our latest report further demonstrates consumers’ willingness to look for value from many sources. To meet these expectations, marketers should keep in mind that today’s modern shopper is dynamic, constantly moving between online and offline channels as they plan, shop and save. Providing options across multiple touchpoints whether through mobile savings apps like RetailMeNot and Local Flavor, online or print is key to equipping consumers with the deals they want, at the right time and delivered how they prefer.”