Does your brand attract the biggest spenders?
Coupon users spend substantially more on CPG products than the average household - and it stems from them shopping more frequently and spending more dollars per trip.
Do you know how many of your coupon redeemers are new buyers of your brand and how many of them become long-term loyal buyers?
On April 14, GfK experts Susan Sakach and Heather Somarriba discussed the following:
- Important insights you may be missing if you are measuring the impact of consumer promotion spending only via marketing mix analysis, possibly under-valuing that part of your marketing plan.
- How to evaluate actual coupon redeemers and capture redemptions missed by the mix model approach, using a shopper-based approach leveraging retailers’ loyalty card data from our National Shopper Lab.