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Survey: Seven-in-10 consumers say digital coupons have positive impact


Austin, Texas - Nearly seven-in-10 consumers (68%) surveyed strongly believe that digital coupons have a positive impact on a retailer's brand, and 68% also state that coupons generate loyalty. According to a new survey from RetailMeNot Inc. and Forrester Consulting, digital coupons increase the potential for conversion when consumers are in the cart and checkout phase of a purchase, and they play a key role in combating shopping cart abandonment.

Of consumers surveyed, 64% said a digital promotion or a coupon often closes the deal if they are wavering or undecided on making a purchase. In addition to being loyal, customers are incentivized to try a new brand when receiving a digital coupon on a smartphone. Nearly half of those surveyed (47%) stated they are open to doing so.

About six-in-10 (59%) of respondents said that out of all the different types of promotions a retailer can employ, digital coupons still sway them the most when it comes to influencing a purchase decision. Second to digital coupons, sales are preferred by 28% of those surveyed.

Nearly 80% of respondents agreed that digital coupons "close the deal" for them when undecided on a purchase. Once a consumer receives a digital coupon, most are redeemed within several days. The study found:

• Ninety-one percent of desktop users redeem a digital coupon within several days.

• More than 90% of smartphone and tablet users redeem their digital coupons within several days.

• Nearly one-third of coupons found on smartphones or tablets are redeemed immediately.

• Nearly 30% of consumers used a digital coupon immediately upon receiving the offer.

The survey also found that 55% of smartphone coupon users will spend more money during their online or in-store visit —the majority at least $25 more. Additionally, 77% of customers will spend between $10 and $50 more than anticipated, and 17% will spend an extra $50 or more.

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