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Valassis Retail Research : The preferred promotional mechanic is money off product coupons, favoured by 61% of shoppers

by on December 20, 2012 in Latest News, Marketing, Research, Retail, Retail News

Retailers cannot count on customer loyalty this Christmas, what consumers want is a good deal.

A survey of 1000 consumers nationwide by Valassis shows that a mere 6 per cent of shoppers would remain loyal to their supermarket of choice if other retailers were advertising better offers.

What’s more, this trend appears to be on the increase, with 14 per cent of shoppers more likely to ‘shop away’ this year compared to 2011.  For further details about Valassis, see

Promotional offers are the key driver behind this behaviour with 84 per cent of respondents planning to use them to save money on their Christmas grocery shop. Again, this trend is on the increase with a quarter of people looking for promotional offers more than they were a year ago.

In addition, more than a third of consumers (37 per cent) surveyed by the UK’s largest coupon and voucher services provider plan to carry out their festive food shop in multiple supermarkets in order to redeem all the store specific coupons and vouchers that they have.

The survey, conducted by Valassis which works with most major retailers, also found that the preferred promotional mechanic is money off product coupons, favoured by nearly two thirds (61 per cent) of shoppers.

Charles D’Oyly, managing director at Valassis, comments: “It appears that paying the lowest prices trumps loyalty when it comes to Christmas shopping. Those who offer the best deals win.

“It is no surprise therefore that the use of coupons is increasing year on year, as they go a long way to helping consumers save money at  a very expensive time of year.”

The research was conducted between 23 – 25 November 2012 by Gfk NOP on behalf of Valassis.

For further details about Valassis, see

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