About Google Analytics, Kieran Cambell and Andrew Ricker, has contributed more than 1,000 specialists in the online marketing world to their latest knowledge. The Observational Study entitled “Developing Digital Consumer: Revealing Real Value of Coupons and Codes” lasted for 6 months and comes with an interesting result: Coupons, as part of the affiliate strategy, offer retailers both short-term and long-term benefits.
“Coupons are a crucial part of the consumer shopping trip and are expected to be used by more than half of the population in the near future,” said Kieran Campbell. The analyst was relying on the eMarketer prediction, which predicts that in 2021, online coupons will be used by up to 55% of Americans.
The key question they were looking for was, in particular, whether the coupon strategy leads to a larger sale of products and services or no impact on the purchase. The finding is as follows: “The cases when the customer is in the buying stage and then the purchase discontinues to find a discount coupon accounts for about 6% of cases. These people begin their shopping by searching for stores and then looking for a discount, “Rieker said. “But we’ve found that up to 94% of purchases arise by driving people to buy an advertising discount coupon.”
Another goal of the study was to understand whether coupon strategy increases the likelihood of buying. “At Google, we know better than anyone else that advertising and marketing have to show up in business results.” Therefore, comScore analysts compared two groups of people. At the first, there were people who were exposed to the coupon, the other, on the contrary, consisted of people without them. By looking at it, participants in the first group tend to buy twice more.
Coupon effect on brand
The leading comScore analytical company was also involved in the research, which further expanded it with further knowledge. The company has been tasked with analyzing how coupon strategy interferes with consumer buying behavior and how coupons affect brand loyalty. “We have found that thanks to coupons there is more brand loyalty,” Rieker said.
“People exposed to discount coupons are increasingly searching for coupons and, interestingly, they are increasingly returning to shop shopping where they have already bought and saved them. We have found that coupon users have generated 5% more profits, “said Cambell, adding that” discount coupons are a lot more driving force than we have ever thought. “” In today’s era of tremendous competition, vendors can, thanks to discount coupons, “He concluded.