Survey Finds Preference for Online Coupons

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Coupon clippers want to look to the Internet for offers and discounts on their favorite products and brands, according to a Prospectiv Consumer Preference Index poll.

Prospectiv, Woburn, MA, provides customer acquisition, e-mail marketing and data analytics solutions to leading consumer brand marketers.

The poll found that 96 percent of respondents clip or print coupons, with 62 percent doing so at least weekly. And 51 percent said they redeem almost all coupons they gather.

The poll also found that about 32 percent of coupon users wish to receive coupons online in the future, especially via e-mail. That figure climbs to almost 55 percent if online offers were tailored to consumers' interests.

Sixty-six percent of consumers said they would use online coupons for in-store purchases, 10 percent would use the coupons while shopping online and 23 percent would use them for both in-store and online purchases.

Consumers use grocery and household goods coupons most: 85 percent said they are most interested in those products.

"Consumer brand marketers are constantly looking for new tools and strategies for connecting their brand or product with the right customers," said Jere Doyle, Prospectiv president/CEO. "Leveraging online coupons can be one of the most effective methods for making that important connection that helps marketers -- particularly in the grocery, health and beauty and retail industries -- attract the right customers and keep them coming back."

Melissa Campanelli covers postal news, CRM and database marketing for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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