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Are Online Coupons Post-Recession Proof?

November 05, 2009

Posted by: Brittany Masters in Digital

Since the recession hit, online coupon redemption has increased 300 percent (Promotion Marketing Association).  The spike has been driven by the sluggish economy, dwindling newspaper readership, and widespread availability of the digital coupon; making online coupons an appealing outlet for consumers, and the paper coupon a tactic in decline. 

As more people turn to the web to seek out coupons, new digital coupon companies are emerging to capitalize on the demand.  Currently being tested in Indiana, Coupious is evolving the mobile marketing concept by introducing the on-demand coupon phone application. Through GPS tracking, location-based coupons can be searched and sent directly to the customer at the point of purchase, making coupons more convenient and relevant than ever before. 

With the Fed’s recent announcement of the end of the recession, there is concern among coupon marketers that usage will decline.  As history shows, coupon clipping trends shift with the ebb and flow of the economy. Dwindling use of the paper coupon is probable, but at this point, the future of the digital coupon seems optimistic. The convenience and customization offered by digital coupons will likely cause online coupon usage to grow far beyond the hold of the recession.