{"id":29687,"date":"2009-09-14T01:34:26","date_gmt":"2009-09-14T00:34:26","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=29687"},"modified":"2009-09-10T21:36:57","modified_gmt":"2009-09-10T20:36:57","slug":"the-80-20-rules-applies-to-coupons-too","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/the-80-20-rules-applies-to-coupons-too\/","title":{"rendered":"The 80-20 Rules Applies to Coupons Too"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-29689 lazyload\" title=\"coupons\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/coupons.jpg\" alt=\"coupons\" width=\"240\" height=\"160\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/coupons.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/coupons-150x100.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/160;\" \/>According to a new study by <a href=\"http:\/\/blog.nielsen.com\/nielsenwire\/consumer\/coupon-enthusiasts-drive-up-redemption-rates\/\" target=\"_blank\" rel=\"noopener\">Nielsen Homescan<\/a>, the classic 80-20 rule applies to coupon usage, too.\u00a0 Findings from the study show that 81% of coupons used in the United States during the first six months of 2009 were redeemed by just 19% of U.S. households.<\/p>\n<p>Taking those results a step further, the study found that the top 10% of coupon users (called &#8216;coupon enthusiasts&#8217;) redeemed 62% of manufacturers&#8217; coupons during the study period.<\/p>\n<p>Coupon usage is on the rise with no signs of slowing down, and non-food coupon use is rising twice as fast as food coupon use :<\/p>\n<ul>\n<li>Q4 2008: coupon use rose by 10%<\/li>\n<li>Q1 2009: coupon use increased by 17%<\/li>\n<li>Q2 2009: coupon use jumped by 33%<\/li>\n<\/ul>\n<p>The interesting thing for marketers to take away from this study is the trend in increased coupon use isn&#8217;t likely to go away anytime soon.\u00a0 In fact, even as the economy recovers, consumers who have gotten into the habit of using coupons during the recession, are likely to continue the habit when their financial situations looks brighter.<\/p>\n<p>However, if companies only use coupons to boost product trials, they&#8217;re missing out on a lot of opportunity.\u00a0 With 20% of consumers using 80% of coupons, they&#8217;re certainly a worthwhile audience to target with repeat purchase coupons.\u00a0 In fact, they might not be a difficult audience to lure to your brand if they have access to your coupons.<\/p>\n<p>And what about the 80% who only use coupons on occasion?\u00a0 Again, they represent an opportunity.\u00a0 The right offers in the right people&#8217;s hands could make all the difference in the world.\u00a0 But you won&#8217;t know until you try.<\/p>\n<p>Are you using coupons to market your brand and products?\u00a0 Your competitors might be.\u00a0 Can you afford not to?<\/p>\n<p><em>Image: <a href=\"http:\/\/www.flickr.com\/photos\/drh\/2102396938\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/em><br class=\"spacer_\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to a new study by Nielsen Homescan, the classic 80-20 rule applies to coupon usage, too.\u00a0 Findings from the study show that 81% of coupons used in the United States during the first six months of 2009 were redeemed by just 19% of U.S. households. Taking those results a step further, the study found [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[235,467,5903,5902,5904],"class_list":{"0":"post-29687","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-marketing","8":"tag-corporate-marketing","9":"tag-coupon-strategy","10":"tag-coupons","11":"tag-nielsen-homescan","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The 80-20 Rules Applies to Coupons 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