Content area
Full Text
New consumer research on three recent coupon programs shows that the promoted brands gained incremental sales through increased trial and subsequent non-coupon purchases. Specifically:
[Graph Not Transcribed]
- Six months after receiving one of these coupon offers, consumers were between two and five times more likely to have bought and used the promoted brand in the past four weeks than were a control group of similar consumers who had not received the coupon.
- Among consumers who received the coupon offer, the promoted brand's share of the most recent three purchases in the category was between 1.9 and 2.3 times higher than it was in the non-promoted-brand control group.
- Consumers who received the coupon offer were also twice as likely to indicate that they would buy the promoted brand in the future.
ICOM Information and Communications conducted this follow-up consumer research to determine if these coupon offers were affecting brand purchases by consumers six months after they had been sent out..
ICOM holds the largest and most current Canadian consumer brand purchase and behavioural database. To create this database, it sends product usage surveys to six million Canadian households each year. These detailed surveys ask key grocery shoppers to...