Coupon Usage - COVID-19

Goals

To determine how coupon usage is impacted as a result of Covid-19. This information will be used to inform the perspective of CPG clients on how to use couponing during and after COVID-19.

Early Findings

How Coupon Usage is Impacted

  • Digital coupons redemption is expected to grow from a total of $47B in 2017 to $91B in 2022.
  • With the change in consumer behavior during the COVID-19 crisis that has seen many consumers shift to online shopping, digital coupon redemption in the supermarket industry segment increased 56.5% year over year in March 2020.
  • The crisis also led to a 93% year over year growth in digital coupon enrollment in the leading 30% grocery stores in the US.
  • According to Digital Media Solutions, the onset of COVID-19 triggered bulk grocery spending along with increased coupon usage, which eventually cleared stocks ahead of replenishment, forcing people to try out new or alternative products.
  • Some stores, such as H-E-B, have responded to increased grocery spending during the crisis by discontinuing their coupon programs to focus on stock replenishment.
  • Paper coupons, on the other hand, have been on a decline following the COVID-19 crisis, with stores suspending or amending their coupon policies to reduce contact among people per the health guidelines in place.

Proposed next steps:

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