Men: The Coupon Opportunity
Thérèse Mulvey
Vice President, Marketing Intelligence
Valassis
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The Coupon Opportunity
• Who is the Couponing Man?
• Men as Shoppers
• Coupon Sourcing and Usage
2
The Coupon Opportunity
x%
y%
78%
of Adults 18+ use
coupons
3
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013).
The Coupon Opportunity
56% 44% 78%
of Adults 18+ use
coupons
4
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013).
Are Men Savings Minded?
Men
Women
Price Conscious, I buy the least
expensive items all the time
29%
27%
Promotion Sensitive, aware of sales,
coupons and discounts
38%
59%
Brand Loyal regardless of price
18%
8%
Time Crunched, I buy whatever is
available, fastest, and easiest
5%
3%
Not sure
10%
3%
5
Source: Valassis/Ipsos 2013 Consumer Survey
Who’s More Likely to be a Couponing Man?
Married
Home
Owner
High School
Graduate
Household
Income < $50k
White
Collar
Children at
Home
College
Graduate
No
Children
at Home
Household
Income > $50k
Renter
Blue
Collar
Single
6
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013).
Who’s More Likely to be a Couponing Man?
Married
Home
Owner
White
Collar
Children at
Home
College
Graduate
Household
Income > $50k
7
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013).
% of consumers who use coupons (ever)
The Couponing Trend
74% of
men use
coupons
8
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013).
55+
35-54
18-34
55+
35-54
18-34
Coupons by Gender and Generation
9
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013).
Why do Men Tend to Use Fewer Coupons?
Q: I feel embarrassed to be seen using coupons
10
Source: Valassis/Ipsos 2013 Consumer Survey. Base: Use Coupons when shopping for items such as food, otc medications, paper products, and health & beauty care.
The Coupon Opportunity
• Who is the Couponing Man?
• Men as Shoppers
• Coupon Sourcing and Usage
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Men & Channel Shopping
Male
Female
Supermarkets
87%
88%
Supercenters
60%
66%
Drug Stores
58%
62%
Dollar Stores
44%
56%
Warehouse Clubs
39%
37%
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Source: Kantar Retail ShopperScape, Data file for November 2012 - January 2014. Format shopped past 4 weeks.
What’s Important to Men When Shopping?
Men
18-34
Men
35-54
Men
55+
Specific items I want being in-stock
63%
71%
80%
Knowing that I'm paying a low price
61%
74%
77%
Feeling like I got a "good deal"
64%
71%
69%
High-quality private label brands
40%
45%
40%
Private label brands in many categories
42%
40%
37%
A loyalty/frequent shopper program with relevant rewards
46%
39%
34%
Double coupons
37%
37%
29%
Ability to use the retailer's app while in-store
29%
16%
4%
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Source: Kantar Retail ShopperScape, Data file for November 2012 - January 2014. Q: Among the factors listed below, which are important to you when you are shopping in general?
Men Plan Shopping Trips
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Source: Kantar Retail ShopperScape, Data file for November 2012 - January 2014
Shopping Trip Planning by Age Group
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Source: Kantar Retail ShopperScape, Data file for November 2012 - January 2014
Perimeter
Center Aisles
How Men Shop the Store
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Source: Kantar Retail ShopperScape, Data file for November 2012 - January 2014. Q: Which one of these best describes how you shop a supermarket on a typical trip?
Trip Types…Not What You’d Expect
Source: Kantar Retail ShopperScape, Data file for November 2012 - January 2014.
Q: Regarding your last grocery shopping trip, what was the primary reason you went to the store on this occasion?
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Average Spend
Men 18 to 34
Men 35 to 54
Men 55+
$130.69
$139.11
$123.12
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Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013). Amount household spent on groceries past 7 days (HHLD)
The Coupon Opportunity
• Who is the Couponing Man?
• Men as Shoppers
• Coupon Sourcing and Usage
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% Of Total 2013 U.S. CPG Coupon Distribution Volume
- By Media Type
All Other Media
In/On Pack &
Cross-Ruff
1.0%
Free Standing
Insert
Magazine
1.1%
Direct Mail
1.7%
(FSI)
Handout
In-Store
3.5%
All Other
Media
Remaining*
<2.0%
Source: NCH Marketing Services, Inc., Coupon Facts Report, 2014. *Remaining Includes: Newspaper, All Digital Formats, Handout Away From Store, Military And
Miscellaneous, Where No Individual Media Format Exceeds One Share Point Of The Total Market. Retailer In-Ads Excluded.
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Coupon Sourcing
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Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013). How household usually obtains cents-off coupons
How do Men PREFER to Receive
Coupons?
Newspaper
Mail
Internet: Print at Home
Internet: Download
Mobile
Source: Valassis/Ipsos 2013 Consumer Survey. Base: Use Coupons when shopping for items such as food, otc medications, paper products, and health & beauty care.
Q: How do you prefer to receive coupons? A: Strongly/Somewhat Agree
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Media Influence for Grocery Purchases (top 10)
Despite the reported “stigma” of
coupon usage, 57% of men say
they’re influenced by coupons for
their grocery purchases.
Source: Prosper Insights and Analytics: Media Influences on Grocery (Food/Cleaning/Beauty) Purchases (Dec-2013).
Q: Which of the following media influences your Grocery (Food/Cleaning/Beauty) purchases?
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The Discount is Everything
Q: Please select the coupon discount that is the lowest discount amount
that you will use a coupon regardless of the product the coupon is for.
Men want a higher discount
when it comes to coupons.
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Source: Valassis/Ipsos 2013 Consumer Survey. Base: Use Coupons when shopping for items such as food, otc medications, paper products, and health & beauty care
Coupons by Category
Q: For each of the following retail categories, please tell us if coupons influence your purchases.
60%
22%
39%
23%
15%
13%
9%
8%
65%
13%
40%
17%
10%
7%
6%
3%
6%
6%
55+
47%
27%
26%
25%
15%
11%
10%
8%
35-54
Men 55+
18-34
Men 35-54
55+
35-54
18-34
Grocery
Electronics
Dining Out
Apparel/Clothing
Home Improvement
Medicines
Car/Truck
Telecom Services
Financial
Services/Insurance
Men 18-34
2%
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Source: Prosper Insights & Analytics MBI Survey, Jan 2014
The Male Coupon Opportunity
The Couponing Man:
• Family man, educated, upper income
• Cares about paying the lowest price, but sensitive about the image
associated with couponing
• VERY brand loyal
Men as Shoppers
• Similar to women’s habits, but tend to be coupon opportunists
• More likely to shop the perimeter of the store, but if you can get
them to the center aisle, they’re more likely to shop EVERY aisle
Coupon Sourcing and Usage
• Men need coupons with a higher dollar value to drive them to action
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The Opportunity
• Men spend $543.20/month on groceries*
• Men are half of the population
• No matter what the source, the number of “Brand New
Men” who are responsible for shopping decisions is
increasing.
•
•
•
•
ESPN = 31% [14% in 1985]
BPN = 40%
Yahoo = 51%
Defy Media = 54%
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*Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug 2012 - Sep 2013).
Questions?
Thérèse Mulvey
Vice President, Marketing Intelligence
Valassis
valassis@valassis.com
877-529-5001
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