How e-coupon users compare with offline coupon clippers

E-coupon clippers don’t fit the profile of typical offline coupon users—they search for and find more coupons; and they redeem more coupons than the offline coupon clipper. But because they shop online more and talk about products more with peers, they’re nevertheless a valuable target for brand marketers that use the right strategic approach, concludes a new report from research and advisory firm Forrester Research Inc. E-coupon users have higher incomes and a greater interest in trying new products if they can do so while saving money, according to the report, “E-coupons engage customers beyond discounts,” by Forrester analyst Linda Bradner. They’re not loyal to one online coupon source and collect coupons from brand e-mails, retailer e-mails and web sites in roughly equal number, the report says. During the previous quarter, 58% went to at least four different sources for coupons, including offline sources; 80% of them redeemed coupons from newspaper inserts.

30% of e-coupon users redeemed at least 16 coupons in the past quarter, compared with 20% of offline coupon users who redeemed coupons. And e-coupon users are more price-conscious and more likely to purchase private label products than are offline coupon users. Yet Forrester’s report says e-coupon users remain a key target for marketers due to a higher annual average income—$72,000 compared to $60,000—more curiosity about new products and greater influence over the opinion of peers.

That means marketers seeking to maximize the value of e-coupons should measure their marketing utility in a broader way than simply as the driver of a purchase. “To effectively tap into the value of e-coupon users, brand marketers must treat e-coupons as part of customer conversations, rather than as drivers of ad hoc transactions,” the report says.