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It’s a bird, it’s a plane! No, it’s a digital coupon


Digital coupons possess amazing powers to influence shopper behavior, according to a new study funded by digital coupon provider RetailMeNot.

Digital Coupons positively affect brand loyalty, broaden consumer’s horizons and rule the world of promotions, according to the study titled “The Impact of Online Coupons and Promotion Codes.” RetailMeNot commissioned Forrester Consulting to conduct the survey of 500 consumers in May.

Nearly 70% said they strongly believe that digital coupons have a positive impact on a retailer’s brand and generate loyalty. Half of those surveyed said they were open to trying to a new brand when they receive a digital coupon on their smartphone. Nearly 80% of respondents agreed that digital coupons “close the deal” for them when undecided on a purchase and create a sense of urgency. The study found roughly 91% of those who receive a digital coupon on a desktop, mobile device or tablet redeemed within several days. Nearly one-third of coupons found on smartphones or tablets are redeemed immediately, according to the study.

“This new Forrester study reiterates key findings from a similar 2011 study, while highlighting how digital promotional strategies are driving, and will continue to drive, meaningful positive impact on retailer sales through both e-commerce and in-store channels as mobile commerce grows,” said Jill Balis, SVP of marketing for RetailMeNot. “How we research, plan and shop is evolving beyond the e-commerce site to include our mobile phone and tablet, yet the basic premise of coupons has remained the same. A great offer can drive incremental revenue, reduce shopping cart abandonment and result in happy repeat customers.”

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