Study: Coupons stay relevant in digital age

As retail enters a technology-centric, omnichannel era, the good old fashioned coupon remains as important as ever.



According to a new study of 11,000 consumers from digital offers platform RetailMeNot Inc. and ad intelligence provider Placed Inc., more than three in five shoppers actively seek out coupons in preference to other types of promotions.



However, in a nod to the current IT-focused retail landscape, mobile apps are the top source of coupons for consumers. Forty-two percent of consumers search for coupons using a mobile app. This beats more traditional coupon search methods such as print (36%). Twenty-eight percent of consumers take an omnichannel approach and search across all platforms for coupons.



In addition, consumes definitely plan ahead when using coupons. Eighty-five percent of shoppers look for non-grocery coupons before visiting a retailer.