Wonder

Research Outline

Prepared for Bob B. | Delivered April 9, 2020

Baseline Coupon Redemption Rates

Goals

To determine the baseline coupon redemption rates of manufacturers and food marketers who sell seafood or other products in the refrigerated departments of supermarkets and have run instantly redeemable on-pack coupons.

Early Findings

According to the latest information available, in 2016, a total of 307 billion coupons were distributed throughout the United States.
Out of all the coupons distributed, only 2 billion were redeemed in 2016.
The survey found the average face value of food freestanding insert (FSI) coupons to be around US$ 1.22 in 2017.
Although the overall percentage of consumers redeeming their coupons was significantly low, among regular users of coupons, nearly 64 percent frequently redeemed their coupons for food at restaurants or brick-and-mortar retail stores.
Results obtained from a study conducted to assess coupon usage frequency by millennials in the United States, between 2017 and 2019, showed that nearly 30 percent of millennials always used their coupons when shopping.
In 2017, another study conducted on Gen X shoppers who had redeemed grocery coupons showed that nearly 42 percent of survey respondents had used coupons that they downloaded to their shopper card.
According to a study conducted to assess the effectiveness of digital coupons, 79.8 percent of consumers use digital coupons regularly.
The top five industries where consumers search for digital coupons the most are electronics (60 percent), travel (45 percent), food and restaurants (43 percent), clothes and apparel (40 percent) and health and beauty (35 percent).
As far as the success rates of printed coupons are concerned, multiple surveys show that 3 out of 10 customers are not willing to spend time clipping coupons out of newspapers, but would be more than willing to use electronic coupons. 
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