Research Topics:

Consumer Promotion Research | Consumer Research | Couponing Research

Industry/Market Focus:

Retailing

Content Type:

Glossary

Couponing Research Definition

Evaluation of the reach, brand awareness or advertising value of promotional offers (generally in the form of certificates) used by consumers to redeem a cash value or a free item at the point of sale in retail outlets.

Couponing research analyzes consumer behavior and preferences related to the use of coupons, discounts and other promotional offers that provide a cash redemption value or free item. This approach seeks to understand how consumers perceive, engage with and are influenced by coupons and other discount strategies. Analyzed are coupon distribution and redemption rates, as well as impact on purchase decisions and overall return on investment. Coupon use can significantly impact business outcomes so a successful analysis can help marketing professionals avoid generic couponing approaches and enable businesses to optimize pricing strategies, increase customer loyalty and enhance the overall shopping experience. 

Who relies on couponing research?

Retailers, manufacturers and marketing professionals use couponing research for insights that could optimize coupon distribution methods and, ultimately, maximize sales. Specially, marketing professionals rely on this research to design targeted and compelling coupon campaigns, thus leading to more customer engagement and revenue.

Why should I care about couponing research?

Couponing research uncovers how coupons and discounts influence buying behavior. That allows marketing professionals to identify value-driven opportunities and to avoid falling into marketing traps. Grasping couponing research can lead to improved strategies, better allocation of resources and increased profitability.