Consumers Say They’ll Use More Coupons. How Can Eco-Entrepreneurs Benefit?
Couponing is a strategy employed by almost all big packaged goods companies to increase trial and to encourage increased usage. Though most marketing managers today haven’t managed during a recession before, many are now learning the value of coupons during a downturn too.
A recent ICOM study of U.S. shoppers found that two-thirds said they are more likely or somewhat more likely to use coupons during a recession. Well, the recession is here and eco-entrepreneurs should consider using this effective promotional tool.
“The consumer incentive certainly is there,” said Peter Meyers, ICOM marketing vice president. “Look at it this way: households of two adults and two children who use coupons wisely can save 25% on their grocery bill annually, without cutting purchases. That saves $2,400 a year based on a typical $800 a month grocery spend, which outstrips the $1,800 economic stimulus check this family has coming in May from Washington.”
