logo
EN-US

NewYork, 17.10.2018

GfK analysis shows 41% of FSI coupon redeemers “repeat” – buy same product again

Repeat rates for individual campaigns range from 3% to 84%

Are coupon redeemers only chasing after this week’s bargains – or do they represent a longer-term opportunity for brands?

A new analysis from GfK’s National Shopper Lab (NSL) database shows that an average of four in ten (41%) FSI (free-standing insert) coupon redeemers will return to buy the same product again. But “repeat” rates vary broadly by campaign, ranging from 3% to 84%.

GfK also found that a remarkable 32% of redeemers who are already loyal to a competitive product will still “repeat” with the new brand – as well as 66% of those who were already loyal to the couponed product. (See Table 1.) In addition, the NSL data shows that 50% of coupon redeemers are current buyers of the couponed brand, while the other half are new or lapsed.

GfK’s National Shopper Lab has access to shopping data from over 86 million loyalty card users nationwide, covering 96% of the US population and 45 out of 50 states. GfK tracks the buying habits of consumers over the course of years and can trace how specific promotions may affect short- and long-term brand loyalty. The new findings span from 2013 to 2017, representing print coupon campaigns in 45 CPG categories.

<caption>Table 1. Coupon redemption patterns, 2013-17</caption>


FSI Redeemers

% Repeating

Total Redeemers

100%

41%

Current buyers of couponed brand

50%

57%

New/lapsed buyers of couponed brand

50%

24%

Loyal to competitive brand

15%

32%

Loyal to couponed brand

24%

66%

Brand Switchers

34%

44%

New category buyers

15%

16%

One-time category buyers

12%

20%

“Really understanding the value of any promotion requires more than a one-time snapshot of behavior,” said Neal Heffernan, EVP of Sales Effectiveness at GfK. “By following specific shoppers – new or lapsed buyers of specific brands, or competitive brand loyals – we learn a lot about effective couponing and the value of different executions. This information is essential for setting the right coupon strategy to reach a brand’s key customers and potential buyers.”



Latest Press Releases

  • 22.09.2020
    78% of US consumers expect brands to take environmentally responsible actions

    GfK Consumer Life study shows that COVID-19 has not diminished consumers’ passion for “green” causes

    Read more
  • 09.09.2020
    MRI-Simmons COVID-19 study reveals key attitudes that influence American behavior

    ‘Bounce-Back’ and ‘Live & Learn’ segments driving back-to-school and return-to-business choices

    Read more
  • 03.09.2020
    US parents are investing heavily in Internet services, electronics to prepare their children for ...

    From computers to snacks, families have been spending on at-home schooling needs – and they plan to buy more

    Read more
  • 12.08.2020
    GfK, Dstillery launch 79 top-quality segments for targeting automotive brand loyalists, defectors ...

    Based on daily refreshed research, models also enable high-accuracy targeting of used-car intenders

    Read more
View all Press