


Key Takeaways

  • Manufacturers and stores benefit from the coupons they offer to consumers.
  • Loyalty cards are a form of coupon that allows stores to keep a record of scanned purchases.
  • Offering coupons is a way to market products and engage consumers.
  • Coupons can entice customers to build loyalty with a specific company or product. 

To Get Consumers' Attention

According to the Food Marketing Institute, the average supermarket carried over 33,000 items in 2020. Out of thousands of products, companies need a way to steer consumers toward their product instead of a competitor's, and a coupon can help an item stand out.


To Advertise a New Product




To Buy Loyalty



To Get Repeat Business


In a 2019 report by Valassis, an omnichannel marketing platform, out of 1,000 consumers, 92% are bargain hunters using coupons, and more than 45% use coupons most of the time.

For example, an Albertsons' grocery store promotion gave customers a coupon for $10 off their next visit when they purchased $100 in qualifying gift cards.



To Target Their Marketing Efforts


What days and times does a customer like this visit the store? How much do they spend per trip? How often does are shopping trips made? What is purchased? Does they only buy things that are on sale? Do they always use coupons?

Companies can use this valuable information in their decisions about what products to carry, what prices to set, what to put on sale, how much of a discount to offer, and more. This information also helps companies with targeted marketing efforts. When companies know what you buy, thanks to store loyalty cards, they can save money on marketing costs while sending you offers you're more likely to use.


The Bottom Line

Consumers pointedly look for and use coupons to save on their purchases, and businesses benefit from offering coupons from helping to build brand loyalty to encouraging repeat business from consumers.

Companies who develop a smart coupon strategy can benefit from increased sales, and The key is to develop your coupon strategy so you know how that discount marketing strategy will either increase your long-term repeat business or increase your sales per customer.