a leader in activating consumers through intelligent media delivery,
today released new research stemming from its 2K19
Coupon Intelligence Report focused on behavioral trends of
today’s grocery shoppers. The study found consumers have an increased
affinity for shopping online for food, household goods and health and
beauty care (HBC) products while balancing their desire to save money.
In fact, 68% of online grocery shoppers report using coupons and
discounts to save money is the most important factor when shopping.
Overall, 63% of consumers make all or most of their food purchases
in-store. Online shopping has increased year over year 44% for food; 40%
for HBC products and 38% for household items.
As the grocery landscape evolves, consumers continue to seek savings and
convenience via print and digital channels. Online grocery shoppers are
prominent coupon advocates, with 65% using them always or very often
versus 45% of all consumers. To benefit from enhanced savings, 60%
always or very often load coupons onto loyalty/frequent shopper cards
versus 40% of all respondents. Meanwhile, 36% of all consumers would use
more coupons if they were able to use them in any store or online –
approximately 25% avoid shopping online because they can’t use coupons
or get in-store deals.
The online grocery experience still has room for improvement. Among
online grocery shoppers:
- 64% miss the sensory experience of touching and smelling produce;
- 62% find it frustrating when they can’t use coupons or discounts; and
62% are uncomfortable having someone else pick out their produce or
other perishable items.
“In today’s ultra-competitive grocery environment, the stakes are high
for brands and retailers to truly understand the consumer and what’s
important to them in order to drive activation,” said Michelle Engle,
Senior Vice President, Marketing, Valassis. “The trends we see as
consumers change their shopping patterns have propelled us to develop
new innovative products to capture this buyer. We launched an Add to
Cart offering last year to meet consumer expectations of ease and
convenience while shopping online. We have seen significant growth with
clients utilizing our shoppable ads functionality to build loyalty and
create a more personalized experience.”
Findings from Valassis’ 2K19
Coupon Intelligence Report provide a greater understanding of
the online grocery shopper based on behaviors they always or very often
do aimed at helping brands and retailers better engage them. Consider
The online grocery shopper is no amateur at finding savings.
76% prioritize going to a store with the lowest prices when
shopping for groceries; and
- 59% take paper/printed coupons with them on shopping trips.
- 76% prioritize going to a store with the lowest prices when
The online grocery shopper has higher engagement with store circulars
to determine where to shop.
62% look at printed circulars/ads to determine where to shop vs.
46% of all consumers; and
60% look at online circulars/weekly ads to decide which retailers
to shop at vs. 37% of all consumers.
- 62% look at printed circulars/ads to determine where to shop vs.
Online shopping does appeal more broadly to consumers aiming to balance
work and home priorities. According to Valassis’ report, 29% of
respondents indicate work and family needs make it challenging to
complete shopping, household tasks and errands. Additionally, 46% said
they need better solutions to save more money and 39% said the same
about saving time. With that, retailers are taking note by offering more
convenience-oriented options such as buy online and pick up in store
(BOPIS) and home delivery services.
In terms of the online grocery shopper, defined within the report,
Valassis found 77% are between 18 and 44 years old, skewing more heavily
toward millennials, younger Gen Xers, males and households that have an
average income of $80,900. The top reasons consumers are shopping online
include saving time (66%); a larger selection of products (66%); easier
than shopping in-store (65%); and less expensive than shopping in
brick-and-mortar venues (59%).
For additional insights, download Valassis’ Empowered Shoppers Infographic.
About the 2K19 Coupon Intelligence
The study was fielded in the third quarter of 2018 in conjunction with a
global, third-party market research firm with proficiency in internet
surveys. The sample was derived from an online consumer opinion panel,
and all participants were at least 18 years of age and living in the
contiguous United States. Consumers were emailed an invitation to
participate in the survey and were given three days to complete it. The
survey was closed once 1,000 completed responses had been reached. The
responses were weighted by factors obtained from national census data to
provide appropriate representations of demographic groups at summary
thousands of local and national brands tap the potential of
industry-leading data through intelligent media delivery –
understanding, engaging and inspiring millions of consumers to action
with smarter cross-channel campaigns. We’ve been a part of consumers’
lives for decades, introducing new ways to deliver offers and messages
that activate them – whether via mail, digital or the newspaper. NCH
Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries,
and RetailMeNot Everyday™ is its consumer brand. Its signature Have You
Seen Me?® program delivers hope to missing children and their
families. Valassis and RetailMeNot are
wholly owned subsidiaries of Harland