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As more and more retailers go digital, it’s becoming even more imperative to differentiate your digital experience from the rest. Usually, this involves providing your shoppers with new ways to save time or money, and digital coupons are a great way to do so - nine out of ten shoppers use traditional print coupons.
However, while many retailers have jumped on the opportunity of offering coupons online, consumers are still using paper coupons at a surprisingly high rate – almost 75 percent of coupon usage in the U.S. is through print. While Millennials have turned to the internet to find savings through websites like RetailMeNot (one of the top 100 most trafficked websites in 2016), Groupon.com and other coupon aggregate websites, they are still more likely to use a paper coupon than one they find on an app or website, according to Forrester.
Why is that the case? Are consumers not ready to shift to digital, or is there more to the story? To find out, let’s take a look at the current experience.
If you visit any supermarket’s website that offers digital coupons, you’ll notice that they are always located in a dedicated, separate section of the website. And therein lies the root of the problem. Shoppers who visit the online site are usually (1) planning an in-store visit while looking over the weekly ad to make a shopping list, or (2) making an online order (if the grocer offers e-Commerce). But with digital coupons residing in a separate portal of the website, they are inherently disconnected from both the shopping list tools in the Weekly Ad and the eCommerce cart.
Effectively, the shopper is being expected to straddle two separate experiences when planning their groceries, bringing forth a few headaches:
- When viewing a coupon within the coupon portal, there is no way to see exactly which SKU’s are part of the offer, and what their current price is
- If the shopper finds coupons that they want and then “clip” it, they have no way of knowing how the clipped coupons affect their list/cart total
- When browsing the product catalogue, there’s no way to see if a product has an applicable coupon
The result? Frustrated shoppers give up and default back to paper.