Digital vouchers sample extract


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A look into the use of Digital vouchers & coupons, focusing on the Food & Grocery industry.

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Digital vouchers sample extract

  1. 1. Digital Vouchers and Coupons 2014 SAMPLE EXTRACT Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 1
  2. 2. Disclaimer 2 Please note No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Evolution Insights Ltd. The content of this report is based on information gathered in good faith from both primary and secondary sources and is believed to be correct at the time of publication. Evolution Insights can however provide no guarantee regarding the accuracy of this content and therefore accepts no liability whatsoever for any actions taken that subsequently prove incorrect. © Evolution Insights Ltd 2014
  3. 3. About Evolution Insights Evolution offer a range of products & services for clients in the field of shopper research: Off-the-shelf research Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery Insight Plus Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs Bespoke Consulting As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase. We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques. As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight. Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies. Sign up for Shopper Trend Report, our free monthly newsletter offering analysis and commentary on topical shopper issues. 3
  4. 4. Contents 4 Key Findings 5 Digital Vouchers: Categories 39 Type Searched 40 Digital Vouchers: Background 8 In Categories 42 Definitions 9 In America 11 Digital Vouchers: Shopper Preferences 44 Smartphone Apps 12 Food & Grocery 45 EPOS Systems 14 Preferred Coupon Type 46 Extreme Couponing 15 Sharing Information 47 Channel & Mission 48 Digital Vouchers: Technology Ownership 16 Receiving Coupons 49 Technology Ownership 17 Shopper Interaction 50 Smartphone Penetration 18 Tablet Penetration 19 Methodology 51 PC/Laptop Penetration 20 Digital Vouchers: Modality 21 Vouchers Used (Pull) 24 Coupons Used (Pull) 25 Coupons Used (Push) 26 Coupons/Vouchers Received (Push) 27 Digital Vouchers: Voucher Websites 28 Voucher Sites 29 Digital Vouchers: Redemption 31 Redemption in Food & Grocery 33 Digital Vouchers: Issues with Vouchers 34 Shopper Problems 35 Embarrassment 38
  5. 5. Digital Vouchers: Definitions a document that enables you to purchase a service or good, usually proving that it has already been paid for. Digital Vouchers are widely available in the UK, with numerous companies allowing us to purchase a voucher for a service or good, at a reduced price to its normal value. The voucher can then be redeemed with the merchant.
  6. 6. Digital Vouchers: Definitions a document entitling the holder to a discount off a particular product or service Unlike vouchers, coupons in the UK don’t tend to have any large, well- known, dedicated websites. And, as we will see, are less likely to be used online.
  7. 7. Digital Vouchers: Smartphone Penetration 7 Penetration Profile of Shoppers who own a smartphone Gender Age 66% of primary shoppers either own, or regularly use, a smartphone %
  8. 8. Digital Vouchers 8 Over the next few pages we will have a look into how shoppers are using coupons and vouchers. We will see how shoppers search for, or receive coupons/vouchers.. …how the coupon/voucher is stored …where it is redeemed …and finally how many shoppers have done this in the past three months Example modality
  9. 9. Digital Vouchers: Voucher Sites 9 Awareness and usage of the different types of voucher and coupon websites 17% 18% 30% 31% 31% 33% 45% 53% 52% 49% 26% 16% Discount code aggregator sites Coupon site Cash back website Voucher site Aware and have used Aware but haven't tried it Not aware
  10. 10. Digital Vouchers: Embarrassment 10 Type of shoppers that think that redeeming coupons or vouchers is embarrassing % 8% 10% 7% 9% 16% 14% 5% 3% 3% 18% 19% 17% 37% 25% 23% 13% 9% 6% All Male Female 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 and over Online In-store
  11. 11. Digital Vouchers: Sharing Information 11 3.9 4.3 5.0 4.3 6.4 7.0 7.1 4.4 4.7 5.2 5.2 6.1 6.6 6.7 A social network A smartphone app A third party website Mobile phone manufacturer The brand manufacturer The supermarket A loyalty card company 2014 2012 Who shoppers trust to give personal information in order that the coupons/vouchers are relevant/personalised: Scale 1-10 Lesstrust than2012 Moretrust Than2012
  12. 12. Methodology
  13. 13. Secondary and desk research Preliminary quantitative survey Main quantitative survey Insights • Evolution carries out a preliminary survey of around 100 shoppers, to test questions for the main survey. • Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples of within the research topic. • Initial insights gained are used to help further design the main survey. • A main survey is completed by at least 1,000 UK adults who are the primary household shopper for food & grocery. • Comprehensive and detailed assessment of all the data received was then used to discover insights. • Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. Methodology 13 Evolution’s methodology
  14. 14. Contact us Evolution Insights Ltd Round Foundry Media Centre Foundry Street Leeds LS11 5QP Telephone: 0113 394 4671 e-mail: Web: Company No. 07006001 Country of Incorporation: United Kingdom 14