The Coupon Culture; Small Businesses Yet to Take Advantage

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International research from communications experts, Pitney Bowes, reveals that in today's economic climate, coupons are making a comeback and small businesses are in the best position to gain.

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International research* from communications experts, Pitney Bowes, reveals that coupons are making a comeback and small businesses are in the best position to gain.

The whitepaper, entitled ‘The Coupon Renaissance’, revealed that 76% of consumers would buy more from local businesses if they offered coupon incentives. With many small local businesses struggling in today’s economic climate, the figures offer a positive outlook that SMEs should capitalise on.

The surge in coupon redemptions is a relatively new phenomenon; with the current economic climate increasing popularity, the UK has witnessed a sharp 14.7% spike in usage since 2008**. The research also showed that an impressive 80% of consumers have redeemed a coupon in the last year, and half (49%) of customers redeem them as frequently as one per month.

Colin Forrest, Head of Marketing for UK and ROI at Pitney Bowes, said, “Small businesses ought not to be intimidated by the extensive variety of offerings and heavy discounts provided by larger organisations. Our research revealed that as many as 85% of customers would go to the effort of redeeming a coupon which offered a discount of as little as 10%. Therefore it is important that this marketing tool is not seen as a cost drainer, but rather an effective return on investment. In a society of increasing choice and consumer autonomy, small businesses should not underestimate the power of the coupon as a strong marketing pull.”

The whitepaper also revealed that the overriding reason customers don’t redeem coupons is because they fail to note the expiry date in time. A total of 39% are missing out on great incentives for this very reason.

Ends

The full findings of the research are available in Pitney Bowes’s whitepaper, ‘The Coupon Renaissance’, available at http://pressroom.pitneybowes.co.uk/media/the-coupon-renaissance/

*Survey methodology: Online survey, 2,000 consumers in the US and 1,000 respondents in the UK, France and Germany respectively.

**Coupons.org – ‘The coupon’s comeback’ – 2012

For more information, interviews or an image, please contact Jessica Hilton, James Harris or Gill Alexander at Lucre Public Relations on 0208 741 5900 or pitneybowes(at)lucre(dot)co(dot)uk

About Pitney Bowes
Delivering more than 90 years of invention, Pitney Bowes provides software, hardware and services that integrate physical and digital communications channels. Long known for making its customers more productive, Pitney Bowes is increasingly helping other companies grow their business through advanced customer communications management. Pitney Bowes is a $5.3 billion company with 29,000 employees worldwide. Pitney Bowes: Every connection is a new opportunity™. http://www.pb.com

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James Harris
Pitney Bowes Limited
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