Coupon-clipping may be an old-fashioned habit, but it’s enjoying a lengthy renaissance.
One website that tracks consumer habits around the world says searching for deals will be one of the top 12 consumer trends this year.
In fact, where it used to be embarrassing, perhaps, to be looking to save a buck, it’s now extremely popular. One woman said customers cheered her when she paid $60 for $350 worth of groceries, according to an article on theledger.com.
Coupons have been a trend for the past 40 to 50 years. Now the big difference is that they’re readily available. People have a wallet full of paper coupons and more on their phone.
Researchers say the trend is not just because of the economic downturn, either. It’s partially due to retailers who have made deal-searching a fun thing, and not just about saving money.
Couponing is good for retailers, too, because it helps them collect data on their customers. Then, they can market specific deals to those consumers. Coupons also build customer loyalty.
And yet, with daily deals and online retailers offering coupons, there’s a challenge for retailers: how to keep people from stacking coupons upon coupons. Retailers need a sophisticated in-store POS system that keeps consumers from stacking coupons and instead limits coupons to the way they were meant to used — on only a few items.
Source: The Ledger, March 2012
