Internet printable coupons drive brand engagement

Couponstar has released research that suggests that internet printable coupons are an effective means of increasing online brand engagement.

The telephone-based Omnibus research survey investigated the impact of the recession on coupon usage across the UK.

It found that 58 per cent of consumers are more likely to visit a fast-moving consumer goods (FMCG) brand site if they know a coupon is available and 65 per cent of consumers would visit a grocery retailer site with the same incentive.

In addition to driving web traffic, the research shows that the presence of coupons can influence the type and amount of online activity a consumer undertakes, with 46 per cent of respondents indicating they are more likely to open an e-mail, 44 per cent admitting they are more likely to click on a search listing and 39 per cent highlighting that they are more likely to click on an online advert.

The research also found that 44 per cent of internet coupon users are looking out for more promotional offers now compared with 12 months ago.

Furthermore, 31 per cent of internet coupon users have started using coupons in the last 12 months, 42 per cent are using coupons to a greater extent than a year ago, and 44 per cent are more careful to remember coupons when going to the supermarket.

Another key finding was that internet printable coupons can have a fundamental impact on product and brand choice.

Indeed, 50 per cent of internet users agreed that coupons influence them to buy new products, while 46 per cent said that coupons influence them to try a brand they would not typically buy.

The research also found that 59 per cent of internet printable coupon users are female, with a median age of 41 and a median income of GBP29,591, demonstrating that the more affluent female demographic is the most frequent internet-coupon user.

Jared Keen, managing director at Couponstar, said: 'Consumers have made conscious changes to their purchasing behaviour in a bid to reduce spending, and as a result they are increasingly seeking out coupon offers and trade promotions.

'Against this backdrop, there is a continued move by UK brands towards leveraging internet printable coupons as a powerful and cost-effective vehicle for driving sales growth, enhancing brand value and increasing the return-on-investment from online marketing campaigns.

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