The content of this article was put together using information provided by provided by Alex Papaconstantinou, CEO of Wikigains.com, a major coupon website that operates in the United Kingdom. The article also uses details provided by Valassis 2017 Coupon Intelligent report.
Everyone who shops on the internet loves coupons and want more value bang for their money. This is especially true for parents who want to get the best possible deals. When parents go shopping they usually look for deals on kids’ furniture, groceries, kids’ shoes and clothes, and things for the garden and house. Parents with young kids are generally loyal to certain brands. However, it’s important to note that parents don’t always base their purchasing decisions on their favourite brands. According to the consumer study, coupons have a big impact on what mums buy at the end. Experts in marketing reveal that eight out of every ten parents make their buying decisions based on coupons.
Parents use coupons
Speaking of coupons and shopping lists, they often go hand in hand. According to a recent study conducted by Kantar, most parents bring a shopping list with them to the store. However, discount codes can greatly influence the content of that shopping list.
The same coupon intelligence report shows that 69% of the brand-loyal consumers don’t mind switching brands if they’re offered discount coupons. Of course, most of those consumers get their coupons via email or apps. For instance, let’s take a 50% discount coupon for a bottle of milk. Upon receiving an email containing that coupon, an average parent would immediately be more likely to buy that particular brand of milk over any other. Once again, the statistics support this theory. Approximately 20% of shoppers claim that their purchasing decisions are highly influenced by discount deals they get on their phones.
Parents share vouchers
Unsurprisingly, according to the research, 60% of consumers claim that they enjoy sharing brand reviews. The percentage is even higher for people that use mobile phones or tablets; After a successful purchase, 79% of mobile phone coupon users are likely to share with their friends how much money they managed to save on their order, especially if the coupon saved them a lot of money.
The importance of coupons in marketing
It all comes down to happy customers influencing other potential customers and creating additional sales for online retailers. Friends and family can be key influencers. When stores release discount coupons via email or on their Facebook page, they simplify the way you can communicate your satisfaction.
Thanks to parents serving as advertisers via Social Media or word of mouth, brands can easily impact the purchasing decisions of other parents. For this reason, many brands are starting to focus on reaching these out to parents and ensure they have a very positive shopping experience, whether that is online or offline.
“Sharing of good deals can take place naturally via blog posts, reviews of products you have used or posting photographs of Facebook of your kids using the products”, says Alex Papaconstantinou of Wikigains.com.
