Coupons and Deals Are Major CPG Influencers - eMarketer
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Coupons and Deals Are Major CPG Influencers

Grocery shoppers will switch brands for a good sale

October 19, 2015

Consumer packaged goods (CPG) shoppers are serious about sales, according to research from Nielsen.

Pre-Store Digital Shopping Activity for CPG Items According to US Grocery Shoppers, June 2015 (% of respondents who used a digital tool pre-store)

Sales, coupons and other promotions have a significant effect on the choices grocery shoppers make about their CPG purchases, the June 2015 survey found. To start, nearly six in 10 reported looking for sales or coupons related to their CPG needs on digital platforms before they went shopping.

That was in addition to the 28% who looked at online offers via email.

This deal-seeking behavior, which also extended to comparing prices (26%), was far more common than other activities like checking nutrition info or looking up recipes.

And if shoppers do find a coupon or deal, they may change their mind about which brand to buy because of it. Coupons influenced brand decisions for 15% of grocery shoppers before they went shopping—more than any other source of influence. Promotions were the second-most-influential, with the ability to sway 14% of respondents. These were nearly twice as influential as direct requests by other members of the household (8%), meaning a coupon is more powerful than a family member’s craving for most shoppers.


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