Marketing Giant Valpak to Launch Mobile Coupons
Frugal Shoppers Using Coupons More Often
Mar 4, 2009
"All consumers have to do is open their browser using their phone or BlackBerry, then go to www.valpak.com," said Marsha Strickhouser, spokeswoman for the Clearwater, Florida-based company. "Right now the site says, 'print coupon,' but when we launch March 9, it will say 'get coupon.' Businesses can scan the coupon or get the discount code directly from your phone. It's that easy."
According to industry experts, 86 percent of Americans say they use coupons or discount codes on a regular basis.
Studies show the use of paper and Internet coupons is on the rise. Inmar, a coupon processing agent, reported a 10 percent increase in coupon redemption of manufacturer coupons in the last quarter of 2008.
"We've seen that growth trend continue in January and February of 2009," said Matthew Tilley, Inmar's director of marketing.
Valpak noted an 8 percent jump in use of its coupons in 2007, in the spring 2008 study it commissioned by Directions in Research, a San Diego-based independent market research firm.
Economy a Factor
Experts said the shaky economy and rising prices are the main reason consumers are looking for ways to save money. A dozen eggs cost 85 cents more today than it did three years ago, and a gallon of milk costs about 90 cents more, according to the U.S. Department of Agriculture.
"I think the consumer is headed into an era of thriftiness," said John Morgan, executive director of the Association of Coupon Professionals. "Consumers now have access to digital coupons, both online and through other technologies"
Morgan continued, "Some manufacturers are trying new methods of expanding coupon use, such as allowing consumers to download a coupon or code from a Website to their frequent shopper cards. Consumers don't have to just clip coupons anymore."
Coupon Use Expected to Increase
Valpak, whose coupons offer restaurant or service discounts, anticipates seeing another jump in the use of its coupons in the 2009 study due to be released in a few weeks, officials said.
"People know us as a place for savings," said Melissa Fisher, senior vice president of marketing and communications at Valpak. "When the economy's good, people use Valpak because they want to spend. When the economy's tight, they use Valpak because they want to save."
A quick Internet search for coupons finds hundreds of sites dedicated to coupon use. Coupon sites and blogs telling shoppers where to find coupons are becoming more popular. The sites make it easy for people to download and print coupons.
Businesses and retailers are hoping the coupons bring consumers through their doors.
 |
