Complete Story
01/12/2018
Study: Consumers prefer print circulars to digital ones
As grocers race to enter the online marketplace, there are many assumptions being made about today's digital-savvy consumer, most notably that they prefer online platforms and messages to traditional models. But Nielsen's data showed that when it comes to circulars, the old-fashioned way may be a retailer's best bet — for now.
Coupons continue to be a key part of the grocery shopping experience. According to a study by RetailMeNot, 96% of all consumers use coupons, and Valassis reported that 9 out of 10 millennials use coupons regularly.
However, this behavior is evolving. Research from Inmar found shares of redemption for paper coupons found in the Sunday paper fell 10% between 2015 and 2016, while digital coupons loaded directly to a loyalty account jumped 20% during the same period.
