Stanford Study Backs In-Store Coupons
May 24, 2002, 12:00 AM
A new Stanford University study reinforces the positive impact of in-store "surprise" coupons (e.g., electronic shelf coupons, peel-off coupons) on consumers' total purchases. The study says the usage of surprise coupons increases the total consumer spend on a supermarket trip and increases the amount of unplanned purchases. Surprise coupons not only can increase sales of a brand by 35% but also can increase consumers' shopping baskets by 14%. Therefore, grocery store managers may benefit from insights into how instant coupons affect shopping behavior.