Inmar Releases Findings from 2014 Shopper Behavior Study

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Results Show Shoppers Using More Technology to Access Promotions and Enhance Shopping Experience

Inmar, a company that operates intelligent commerce networks, today announced findings from its 2014 Shopper Behavior Study. The study shows that shoppers are ramping up their use of technology to speed and enhance their shopping experience. Responses from survey participants indicate that shoppers across all demographics now rely on multiple modes of technology to personalize their shopping experience, gather information, and save time and money.

Shoppers are using technology in a number of ways, with 66 percent using it to find a retail store; 60 percent using their smartphones, computers and tablets to compare prices across websites and features across products; while 65 percent look online for coupons to use in store. Sixty-four percent of shoppers also go online to look for information on upcoming sales and 55 percent digitally "clip" coupons.

Promotion use is very much at the center of shoppers’ efforts to economize their physical efforts and stretch budgets. Shoppers are acquiring and redeeming a greater variety of offer types. Almost all of the survey participants (96%) reported using coupons in the prior three months when shopping in store for groceries, household supplies, healthcare items or personal care products. At the same time, 43 percent of shoppers used more coupons in 2013 than they did in 2012. Those shoppers demonstrating the highest engagement with promotions were Millennials, Hispanic shoppers and shoppers with children in their household.

This use of promotions is being driven in large part, by shoppers’ willingness to leverage multiple sources to find relevant offers. Shoppers overall are regularly using, on average, 5.8 methods to discover and acquire coupons, combining both traditional and digital methods. While the majority of shoppers (66%) perceive that retailers and brands are trying to reach them with relevant content, there is growing demand for more targeted and personalized digital engagement, as 70 percent want coupons emailed to them for products they normally buy.

“As shoppers are growing more active and diverse in their efforts to acquire offers and gather information to make their shopping faster and ‘smarter,’ marketers must distribute dynamic content using a multi-channel approach in order to engage a variety of market segments,” says Inmar Chairman and CEO David Mounts. He adds that, “With shoppers seeking more personalized interaction from retailers and brands, it is critical that trading partners find an effective, scalable means to deliver relevant content – on a consistent basis – to those shoppers with demonstrated purchase potential.”  

Inmar will be hosting a webinar proving an overview of findings from the study on Thursday, June 19 beginning at 3:30p.m. Eastern Time. The program is entitled “Exploring the Not-So-Secret Lives of Shoppers” and will be presented by Devora Rogers, Senior Director, Retail Marketing Insights and Nicole Steward-Streng, Manager, Shopper Insights. In addition to detailing key trends identified by the study, the webinar will also spotlight three shopper segments with significant and growing influence in the marketplace: Millennials, Hispanic shoppers and shoppers with children in their household.

Those interested in attending the hour-long webinar should click here to register.

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The Inmar 2014 Shopper Behavior Survey was an online survey of 1,091 shoppers conducted by Inmar Analytics in January 2014. Respondents were between the ages of 18 and 69 and were identified as the primary or shared decision maker/shopper in their home. Response quotas were employed to ensure a sufficient base size of Hispanic and male shopper populations. Weighting was not applied to survey results. Survey participants were asked about 1) their shopping behavior in general, 2) how they engage with technology relative to shopping, 3) their attitudes toward promotions and 4) how they discover/acquire promotions, i.e. coupons and/or rebates.


Inmar is a technology company that operates intelligent commerce networks. Our platforms connect offline and online transactions in real time for leading retailers, manufacturers and trading partners across multiple industries who rely on Inmar to securely manage billions of dollars in transactions. Our Promotions, Supply Chain and Healthcare platforms enable commerce, generate meaningful data and offer growth-minded leaders actionable analytics and execution with real-time visibility. Founded in 1980, Inmar is headquartered in Winston-Salem, North Carolina with locations throughout the United States, Mexico and Canada.

For more information about Inmar’s products and services, please call 866.440.6917 or visit

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Sharon Joyner-Payne
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