Marketing to Moms: Coupons Still Rule in All Forms

March 27, 2014 § Leave a comment

Moms seem to have the most desire to find bargains and clip coupons.  No doubt it’s because households with children under 18 spend more money than households with no children or with children 18+.

Gallup-Daily-Spending-Americans-With-Without-Children-Mar2014A Gallup poll shows that across all incomes, households with children just spend more – on all types of things.  So it is no surprise that Moms are the most active users of coupons.

Moms are seeking discounts, whether they get them from an app or still cut them out of the newspaper.  In a new report from eMarketer, Moms are seen to use coupons more than non-Moms.

170518The chart shows how printed coupons still reign, but coupon apps are still an important part of the mix.  As the smartphone becomes the tool of choice for many, apps will continue to grow in use.  Moms appear to be always on the alert for deals and ways to save money.

Also important in the total mix are the online saver sites.  Womensforum reported that 37.8% of mothers reported using the food or frugal website/blogger sites that share coupons.

Being frugal is still cool and may be a residual effect of the Great Recession for some time to come.  But certainly, households with children are looking for ways to stretch their dollar.




Marketing to Working Moms: New Scarborough Study!

January 29, 2014 § 1 Comment

Working Moms may have had a “pink collar” image in former generations, but today’s working mom is quite a different person.  They are more educated,  more affluent and more wired than ever before.  Working Moms represent 40% of moms.

Scarborough has surveyed this group and come up with some interesting statistics that marketers need to market to women, particularly working moms.  Here are just a few to whet your appetite.   For more, see the infographic below.

95% of working moms agree that spending time with their family is their top priority

27% of working moms are much more involved in their finances.  

72% of their households contributed to a charity in the past 12 months.

Working moms are spending less for name brands.  They use coupons and shop at Nordstrom Rack, Kohl’s Macy’s and TJ Maxx Home Goods.  

Working moms shop online and own smartphones, laptops, iPads and more.

Working moms are 22% more likely to attend professional sporting events and 24% more likely to have watched ESPN in the past 7 days.


Marketing to Women: Merry Mobile Christmas!

December 6, 2012 § Leave a comment


Deck the halls with boughs of deals as the shoppers start out on their annual shopping sprees.  Some 54% of mobile shoppers who have used a coupon on their device look to retailer websites for mobile coupons.  According to Nielsen’s recent survey, retailer websites are followed by deal-of-the-day websites (such as Groupon and LivingSocial), retailer apps and third party websites.5790_Deal_of_the_Day_Wire_Post_graphic2_D2The smartphones are leading the way in shopping navigation. According to Nielson, smartphone owners are dominating daily deal app usage, exceeding tablet users across all daily deal apps used. Groupon is the most widely used daily deal app among users of the apps, with 91 percent indicating that they have used the app on their smartphone and 60 percent stating they’ve used it on their tablet.  Ranking second in daily deal app usage is Living Social (48% smartphone/29% tablet), followed by Google Offers (18% smartphone/9% tablet).

According to Nielsen, 63% of the smartphone users are using their phones to check prices, compared to 56% of tablet owners.  A little more detail about the habits of smartphone mobile shoppers:   looking up a store, used by 78% in this group, using them for shopping lists (40%), pre-purchase research (63%) and using a mobile coupon (39%).

Santa’s definitely mobile this year.

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Marketing to Women: Daily Deals Losing Their Allure

November 12, 2012 § Leave a comment

It looks like daily deals are being dealt a double blow – their business model is flawed and consumers are losing interest at the same time.  The average revenue per customer at Groupon  fell to $63.96 in the 12 months ending September 30 from $76.49 a year earlier. Merchants are finding out that their effectiveness is waning. A  recent Raymond James survey of some 115 merchants that used daily deals services during this found that 39 percent of merchants said they were not likely to run another Groupon promotion over the next couple of years.

Reasons cited by businesses not choosing to run deals again were:

1.  high commission rate

2.  low rate of repeat customers gained through offering a promotion

3.  losing money on the promotion

4.  daily deals seen as less effective than other forms of advertising

As retailers cool on daily deals and are turning to other methods of marketing to women, companies like Groupon and Living Social are trying to reinvent themselves  through ventures such as Groupon Goods and LivingSocial’s Shop that offer more traditional offers.  Currently Groupon holds about 50% of the daily deals market.

Marketing to Women: How to Avoid Daily Deal Disaster

November 1, 2012 § Leave a comment

Restaurant Hospitality provided a great checklist to use when running a daily deal (Groupon, Living Social, and the 100 others available in your community).  There have been some businesses overwhelmed with daily deals gone bad.  The two categories that seem to benefit the most from daily deals are restaurants and beauty treatments/products.

Best Advice:  Set an objective for what you want the daily deal to accomplish.  Do you want incremental business during a down time?  Do you want to encourage trial of a new product or a larger purchase?  Do you want to encourage frequency? Do you want to appeal to a new target audience. Match your offer to your objective. 

Some tips for Daily Deal marketing –

1.  Payment.  Find out from the daily deal provider when you will receive payment.  The big players usually take at least 20 days to deliver the first payment.  Smaller providers might provide better terms.

2.  Targeting.  Who or what are you targeting?  Dayparts such as lunch business or dinner business?  Locals versus tourists?  New products or core inventory?  Most daily deals should be to enhance your business and encourage additional sales.  Do you have a plan in place to convert users into an additional visit or purchase?

3.  Promotion.  Daily deal providers can do additional promotion for their offers like television and print advertising. See if your provider will provide extra promotion.   And you might want to make sure you broadcast your offers on social media. Daily deals and social media like each other.  A recent study by Edison and Arbitron found that daily deal users are more likely to use social networks. The study reports the average daily deal user had about 255 friends on Facebook.

4.  Pricing.  I really like the example given for restaurants.  Look at your average check or  transaction. If your objective is to stimulate sales during a down period and the average check is $40, you might run a $15 offer for $30 worth of food and drink.  If you are a provider of beauty products, you might offer a new high margin service/product with a low product cost.

5.  Service.  The last tip is making sure all of your employees are knowledgeable about the offer and provide the customer with personalized service and high quality.  Nothing turns off a customer more than a server or sales associate that is indifferent,  knows nothing about the offer and seems put off by the redemption offer.

6.  Engage New Users.  Make sure you track your new business, making sure you get their emails so you can continue to communicate your offers to them.

Daily deals may be still by growing but it is among the big players.  According to BIA/Kelsey, United States spending on daily deals, instant deals, and flash sales is expected to hit $2 billion in 2012 and continue to grow to more than $4.2 billion in 2015.  However, one-third of all daily deal sites have disappeared.  Research by Foresee, conducted in November and December 2011, shows that 60% of visitors of the top 40 websites were enrolled in at least one daily deal site. That’s a decrease from the previous spring, when the figure was 65%. And the percentage of subscribers who had purchased a daily deal over the last 90 days was shrinking, from 67% in the spring of 2011, to 63% in the early winter of 2011.

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Marketing to Women: Are Daily Deals Still Hot?

August 30, 2012 § Leave a comment

Is your email box cluttered with Groupon, Living Social, Daily Candy Deals, One Kings Lane, Fab and more?  Can all of these daily deals still be working?  Are people still using them?  According to a new study from Chadwick Martin Bailey and Constant Contact, four out of five Daily Deal subscribers have purchased at least one deal in the last six months.  In fact, 27% have purchased five or more, 21% have bought 3-4 deals and 31% 1-2 deals.  Just 21% never pulled their credit card out of their wallet.

Here are the top five types of Daily Deals:

  • Restaurants   65%
  • Entertainment   48%
  • Food & Grocery   36%
  • Travel   25%
  • Spa & Beauty   23%

While 60% of daily deal subscribers strongly agree they will buy a deal because it is something they already like to do, roughly 2 in 5 will do so because it comes from a local business with which they are familiar (43%), or is close to where they work or live (39%).

Just like all other marketing methods, marketers to women need to know their target audience, understand what type of offer will draw new business and not cannibalize existing loyal users.  The following info might be helpful.

Daily Deal Demographics

Edison Research 2012 Daily Deal study says that one in six persons or 15% of Americans 12+ are registered users of at least one daily deal site.  Of course, 66% of all deal users are women.  Some 60% are aged 25-54.  One-third have incomes above $75,000.  And we sharp-shopping Southerners love a good deal – 45% of users live in the South.

I also find it interesting that more than half of all users joined in the past year, and more than 60% use the daily deals at least as much or more than when they first joined.

Daily Deal users are mobile with many more devices that the public at large. According to Nielsen, Daily deal sites saw more than 10 million Americans using their apps just during June 2012.  Groupon is the third most popular mobile app (11,942,000 users) among the 45 million smartphone users, only outpaced by eBay and Amazon.  LivingSocial is number five.

Daily deal users spend more time online – 66% feel the internet is the most essential media in their life and are heavy social network users.

Groupon is still the Gorilla of Deals with 83% of the users, and Living Social with only 44%.  Two-thirds of Living Social users are also registered with Groupon.

But here’s some good news about the effectiveness of  Daily Deals:  Some 23% tried new businesses for the first time because of the deal and continued to visit that business without a deal.  Another 30% tried something new but never returned.  And 28% were already customers of a business and used a deal.  Both Groupon and Living Social seem to produce the same percentage of return business.

Sharing Deals with Friends and Family

One more fact that might be important to those of us who market to women:  54% of consumers who subscribe to a daily deal program will share a deal because it’s great, regardless of whether or not they are current customers of a business. 45% strongly agree that they would share a deal because they know their friends will like it, and 34% are more likely to share the deals from businesses of which they are already customers.

Recommendations from our friends and family are important.  These recommendations make consumers more likely to purchase a deal from an unfamiliar small business. What makes us more likely?

  • Deal is recommended by friends or family   50%
  • The deal comes from a national deal service (e.g. Groupon or LivingSocial)   32%
  • Deal is recommended by a social media site   6%

Women are the most likely to share a deal.  More than twice as many consumers share deals via email than on social networks. Most common methods for sharing daily deals with friends and family:

  • Email   55%
  • Facebook   27%
  • Twitter   6%

Marketing to Smartphone Women: M is for Mobile Coupons!

May 22, 2012 § Leave a comment

The old saw “Shop ’til you drop” may have to be modified to “Shop ’til you drop your phone”.  According to a Harris Interactive survey done for CouponCabin of over 3300 U.S. adults, 40% of smartphone owners have redeemed a coupon on their mobile device.

What are those coupons they are redeeming? Harris learned that 39% of redemptions from smartphones involved grocery store coupons and 34% involved online coupon codes. Less than a third of redemptions (29%) were printable coupons and less than a quarter (24%) were free samples or trials.

I think the actual bar code coupons on your phone are going to gain traction in the future for in-store shopping.  Walgreen’s was one of the first to provide mobile coupons on their app.  Every week a series of coupons are provided in the app for your convenience.  I look at the coupons provided every time I walk into the store.

The study says that 29% of smartphone owners search for mobile coupons at least once a month, and 72% of advanced phone owners say they would be at least somewhat likely to use a mobile app that offered different kinds of coupons.

So I assumed that CouponCabin has an app that delivers coupons.  I decided to give it a try.  The grocery coupons seemed good but I had to email them to myself.  There were options for some of the deals that were scannable from my phone.   I already have Coupon Sherpa and honestly I tend to forget that I have it since only a few of the stores are near me but their coupons have barcodes that can be scanned directly from the phone.

Currently 50% of all mobiles are smartphones and the number of smartphones will only continue to increase.  Some 59% of smartphone owners think it is important to be able to make purchases from their smartphones.  One out of four smartphone users are like me – they have searched for a coupon to use in a retail store – or scanned a barcode for comparison shopping.

Marketers should be ready for the coming onslaught of mobile coupons and comparison shopping.  Customer service, ease of check-out and speed of acceptance will be defining moments for the retailers that use mobile coupons.

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