The consumer binge of the past few years has swiftly been forgotten after the major economic downturn took hold at the end of 2008. Today, because of the financial climate, there is an absolute necessity for the consumer to save. Discount coupons are therefore extremely well placed, as today’s new marketing initiative to encourage the consumer to change their spending habits. If the consumer believes he or she is in line for a bargain, the purchase becomes a lot more enticing.

Internationally, this trend has been so relevant that it has even inspired online coupon and voucher search services such as VoucherSeeker. To respond to the consumer need, this company enables buyers to search for the exact coupon they may need to complete their specific purchase. According to the company, response to coupons has been so significant that buyers will rather wait for a certain voucher to become available before making a purchase, thereby effectively planning and being more selective with their spending.

To offer an idea of the volumes incurred by this trend, a survey conducted by Simmons/Experian Research and Coupons Inc reflected that the number of web coupon users in 2008 was 36 million people. The most common coupon sought by these consumers was a printable coupon. This shows how the coupon becomes part of the consumers’ shopping routine.

From a ‘behind the brand’ perspective, research shows that the coupon increases a brand’s perceived value.  The customer believes that brands that offer coupons actually care about keeping them as customers. Customers have also shown that they will even provide their contact details in exchange for a small coupon discount. 73% of customers also said they were more likely to click on an ad banner, if it offered a coupon.

This evidence all goes to show that from a marketing and consumer end perspective, the coupon has undoubtedly become today’s strongest sales asset and it has not gone unnoticed.