Warc, 18 June 2014
BERLIN: Four in ten German online consumers have used a
coupon website and more than half expect to do so in the future according to a
new survey which also says that coupons help acquire new customers and increase
sales.
Research company Ipsos polled 1,002 internet users for
deals.com, a coupon website, to produce an oversight of the online couponing
market and the savings behaviour of online shoppers in Germany.
It found that eight in ten searched online for coupons or
offers as part of their purchase process. For some, this aspect was a crucial
factor: more than one third (36%) were looking for coupons even before they
knew exactly what they were going to buy, and for those that did know some
(15%) would choose not to buy if they couldn't find a matching coupon.
The study highlighted the potential for coupons in customer
acquisition and conversion. For 47% of respondents a matching voucher could act
as an incentive to buy from a new store or a new brand, while a similar
proportion (46%) said they had bought more than they originally intended in
order to reach the minimum order value required by a voucher.
The most popular type of offer consumers were looking for
was a straightforward discount, cited by 41% of respondents. A percentage
discount (25%) and free shipping (20%) were the other most sought-after
options.
Volume discounts (4%), giveaways (3%) and new customer
benefits (3%), however, attracted little interest.
The fashion industry has been one of the main beneficiaries
of the trend to couponing in Germany, with usage up 17 percentage points in the
past year. Fully 47% of consumers using vouchers had applied them to clothing
purchases and 33% to shoes and accessories.
CDs, DVDs and books (37%) were the other category to feature
strongly in the past year while the electronics industry was set for increased
usage during the rest of 2014.
Data sourced from Presseportal; additional content by Warc
staff
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