Study Finds Coupon Usage is an Integral Part of a Shopper's Path to Purchase

DENVER, May 26 /PRNewswire/ -- The shopper experience study currently underway by The Integer Group ® and M/A/R/C ® Research revealed in their recent newsletter, The Checkout, that 60 percent of shoppers look for coupons before entering a store. This indicates that coupons are still an important preplanning mechanism, especially within the grocery channel.

Coupons have a considerable influence on brand selection, with 86 percent of shoppers reporting that coupons are at least "somewhat influential." Females tend to be more influenced by coupons than males, with 49 percent indicating that coupons are "extremely" or "very" important, versus males at 39 percent.

"Coupon value is ranked as the highest motivating factor driving a consumer to switch from their preferred product or brand," said Craig Elston, senior vice president, Integer Group. "Shoppers also want simple, clean, and easy-to-redeem coupons, which increases the likelihood of their use by three times."

The top ranked product brands for coupons are P&G, Kraft, Kellogg's, General Mills, and Pillsbury. According to respondents, the top retailer brand of coupons are Bed Bath & Beyond, Target, Macy's, Borders and Costco.

"To compete with the more popular brand-specific coupons, retailers are becoming more aggressive and are increasing shopper awareness by sending out retailer-specific high face-value coupons," said Randy Wahl, executive vice president, M/A/R/C Research. "This entices a customer to choose a retailer for a shopping destination versus going to a store to redeem product coupons, and most likely increases the chance of a return trip to the retailer."

Data for The Checkout comes from a national ongoing survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog www.ShopperCulture.com or M/A/R/C's Web site www.MARCresearch.com/thecheckout.

About The Integer Group

The Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of TBWA Worldwide. Integer lives at the Intersection of Branding and Selling and creates strategic marketing solutions for clients in categories that include beverage, packaged goods, telecommunications, fast food, home and shelter, automotive aftermarket, and power sports. Integer has approximately 1,000 employees, with global offices in the U.S., Europe, Asia, Africa, South America, and Middle East. Join the conversation on shopping culture and brand strategy at (www.shopperculture.com).

About Omnicom

Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company.  Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

About M/A/R/C® Research

M/A/R/C® Research (www.MARCresearch.com) is a brand development firm dedicated to helping clients create, evaluate, and strengthen their brands. Our teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client's actions. We help our clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue focused solutions, support clients' brand building efforts.

SOURCE The Integer Group

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