Research and trends powerhouse Yankelovich sent out a MONITOR minute (their free trends email subscription) about coupon users [sign up for these here]. From January to June 2009, looks like there were more coupons downloaded than in all of 2008. Not surprising.
What is surprising is this: Coupon usage is not just about saving money. There's more to it than that. It seems that coupons users (especially men) like the feeling of “being in the know” and the exclusivity of the deals that they can find. The activity of downloading coupons encourages folks to be engaged consumers. And that’s good news for the brands that they’re using.
Yankelovich recommends that companies view coupon-downloading as a gateway activity to expanding the relationship with your target audience. A more engaged consumer means better brand loyalty in the long run. This coupon-yielding person could serve as a helpful ally to your brand.
Makes cents to me (wa-wah)!
[photo: freedigitalphotos.net]
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