Digital Coupons Speak to Millennials

The Lempert Report
June 29, 2015

Attracting this group is a major goal for most supermarkets and marketers alike.

According to a recent study conducted by Forrester Consulting on behalf of Linkable Networks, when it comes to reaching out to the millennial demographic, digital coupons could be the answer.  Attracting this group is a major goal for most supermarkets and marketers alike, and according to the study, retailers and brands must adopt digital coupon redemption experiences that are automatic to millennials, in other words, digital.

The study titled, “Creating Loyalty With Millennials and Young Parents: How Automated Redemption And Card-Linked Offers Will Solve The Adoption Dilemma For Digital Coupons,” surveyed 516 U.S. shoppers. John Caron, Chief Marketing Officer of Linkable Networks is quoted as saying;

 “Convenience is key in CPG. For today’s influential millennial population, CPG marketers who consider Invisible Redemption, where through card-linked offers coupons are connected to a shopper’s credit or debit cards and savings are seamlessly redeemed at the time of purchase, will win the race to scale digital couponing.” In addition the study found that shoppers say retailers and brands that offer simplicity will find millennials more inclined to try new retailers or products, driving customer acquisition and use coupons, along with driving loyalty.

ShopRite is one store that is making a push with digital coupons with their recent Big Brand Bash promotion.  The program uses clip less coupons and enables shoppers to load them onto their Price Plus Club Cards via the ShopRite website or mobile app. This will add items to their shopping lists and trigger automatic discounts at checkout. In week one of the program, digital coupon savings of up to $100 saw “millions of coupons downloaded” and had delays for some customers trying to participate, according to a ShopRite note within its June 14 Long Island Newsday ad  but customers were encouraging  to “please try again.”

Despite growing pains, the potential to build a digital following is high and other retailers should take note. With shoppers looking for convenience as well as discounts, retailers that can combine both will certainly appeal to the busy customer.