Ecommerce takes over coupon use

EDL Consulting - Ecommerce takes over coupon use

Updated: 2010-02-22

Though some analysts have questioned the ability of online shopping to match consumer habits applicable to store-based retail, ecommerce has proved itself up to the challenge. In a striking new example, recent data shows that digital coupon use is not only thriving online, it is overtaking its print equivalent.

A recent Coupons.com report finds that digital coupon use grew by more than 170 percent during 2009, while growth for print coupons lagged behind at 8 to 16 percent.

"For the first time in almost two decades the use of coupons increased in 2009, in part due to the growth of digital coupons as more consumers made them part of their shopping routine and more brands tapped them to engage with their consumers," said Coupons.com CEO Steven Boal.

Boal added that he expected adoption of digital coupons to "continue to accelerate in 2010 as consumers and brands alike increasingly adopt them." Consumers may drive growth, seeking benefits - savings from Coupons.com exceeded $858 million last year.

Earlier data from promotion transaction settlement provider Inmar showed that annual coupon use is on the rise for the first time since 1992. Brands issued 367 billion coupons in 2009 - the recorded peak since Inmar began documenting use in 1988.