Early data indicates 94% percent of the population use coupons, a significant increase from and 86% in 2006 and 89% in 2007. When first considering this fact, it is no big surprise considering the state of the economy. But when you stop and consider what other factors may have been a contributing factor, the coupon resurgence seems to be yet another example of the power and ability of digital media to drive consumer behavior. Technology increased the potential and popularity of coupons 100 fold. The traditional coupon approach, the one size fits all, has long since proven to be ineffective. We are now in the age of digital coupons...personalized, relevant and sent direct to the consumer. Special offerings are customized and delivered via cell phones, email or, my personal favorite, websites dedicated to unpublished deals. Yes, I acknowledge the coupon evolution is a result of weak economy ('the find a need fill a need' philosophy), but for people of all ages and walks of life to have completely integrated the pursuit of the digital deal so quickly into their lives is an awe-inspiring phenomenon.
Amy Tharrington
amy@maximumdesign.com
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