A look into the use of Digital vouchers & coupons, focusing on the Food & Grocery industry.

1. www.evolution-insights.com
Digital Vouchers and Coupons
2014
SAMPLE EXTRACT
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
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2. Disclaimer
2
Please note
No part of this publication may be reproduced, stored in a
retrieval system or transmitted in any form by any means,
electronic, mechanical, photocopying, recording or otherwise,
without the prior written consent of Evolution Insights Ltd.
The content of this report is based on information gathered in
good faith from both primary and secondary sources and is
believed to be correct at the time of publication. Evolution
Insights can however provide no guarantee regarding the
accuracy of this content and therefore accepts no liability
whatsoever for any actions taken that subsequently prove
incorrect.
© Evolution Insights Ltd 2014

3. About Evolution Insights
Evolution offer a range of products &
services for clients in the field of shopper
research:
Off-the-shelf research
Evolution’s off the shelf research
publications deliver affordable insight into
shopper motivation and behaviours in UK
food, drink and grocery
Insight Plus
Insight Plus offers your business the
opportunity to engage in any of our regular
shopper research projects in advance of
publication, tailoring the scope to suit your
needs
Bespoke Consulting
As publishers of research, we are able to
draw upon a wealth of existing proprietary
data for consulting projects – helping to
better inform and shape any further
research requirements
Our research and analysis helps clients develop targeted
shopper marketing initiatives designed to influence
shoppers at the point of purchase.
We use a range of research methodologies to discover
genuine insights. Our research incorporates a broad
spectrum of robust qualitative and quantitative research
techniques.
As a leading publisher of shopper research, we are ideally
placed to offer your business actionable shopper insight.
Evolution is a leading research consultancy
specialising in shopper motivation and
behaviour. We deliver off-the-shelf, tailored
and bespoke research for manufacturers,
retailers and agencies.
Sign up for Shopper Trend Report, our free monthly newsletter
offering analysis and commentary on topical shopper issues.
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4. Contents
www.evolution-insights.com 4
Key Findings 5 Digital Vouchers: Categories 39
Type Searched 40
Digital Vouchers: Background 8 In Categories 42
Definitions 9
In America 11 Digital Vouchers: Shopper Preferences 44
Smartphone Apps 12 Food & Grocery 45
EPOS Systems 14 Preferred Coupon Type 46
Extreme Couponing 15 Sharing Information 47
Channel & Mission 48
Digital Vouchers: Technology Ownership 16 Receiving Coupons 49
Technology Ownership 17 Shopper Interaction 50
Smartphone Penetration 18
Tablet Penetration 19 Methodology 51
PC/Laptop Penetration 20
Digital Vouchers: Modality 21
Vouchers Used (Pull) 24
Coupons Used (Pull) 25
Coupons Used (Push) 26
Coupons/Vouchers Received (Push) 27
Digital Vouchers: Voucher Websites 28
Voucher Sites 29
Digital Vouchers: Redemption 31
Redemption in Food & Grocery 33
Digital Vouchers: Issues with Vouchers 34
Shopper Problems 35
Embarrassment 38

5. Digital Vouchers: Definitions
5www.evolution-insights.com
a document that enables you to purchase a
service or good, usually proving that it has
already been paid for.
Digital Vouchers are widely
available in the UK, with
numerous companies allowing
us to purchase a voucher for a
service or good, at a reduced
price to its normal value. The
voucher can then be
redeemed with the merchant.

6. Digital Vouchers: Definitions
6www.evolution-insights.com
a document entitling the holder to
a discount off a particular product
or service
Unlike vouchers,
coupons in the UK
don’t tend to have
any large, well-
known, dedicated
websites. And, as
we will see, are
less likely to be
used online.

7. Digital Vouchers: Smartphone Penetration
www.evolution-insights.com 7
Penetration
Profile of Shoppers who own a smartphone
Gender Age
66% of primary shoppers either own, or regularly use, a smartphone
%

8. Digital Vouchers
www.evolution-insights.com 8
Over the next few pages we will have a look into how shoppers are
using coupons and vouchers.
We will see how shoppers
search for, or receive
coupons/vouchers..
…how the
coupon/voucher is
stored
…where it is
redeemed …and finally how
many shoppers have
done this in the past
three months
Example modality

9. Digital Vouchers: Voucher Sites
www.evolution-insights.com 9
Awareness and usage of the different types of voucher and
coupon websites
17%
18%
30%
31%
31%
33%
45%
53%
52%
49%
26%
16%
Discount code aggregator sites
Coupon site
Cash back website
Voucher site
Aware and have used Aware but haven't tried it Not aware

10. Digital Vouchers: Embarrassment
www.evolution-insights.com 10
Type of shoppers that think that redeeming coupons or vouchers
is embarrassing
%
8%
10%
7%
9%
16%
14%
5%
3% 3%
18% 19%
17%
37%
25%
23%
13%
9%
6%
All Male Female 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 and
over
Online In-store

11. Digital Vouchers: Sharing Information
www.evolution-insights.com 11
3.9
4.3
5.0
4.3
6.4
7.0
7.1
4.4
4.7
5.2
5.2
6.1
6.6
6.7
A social network
A smartphone app
A third party website
Mobile phone manufacturer
The brand manufacturer
The supermarket
A loyalty card company
2014
2012
Who shoppers trust to give personal information in
order that the coupons/vouchers are
relevant/personalised: Scale 1-10
Lesstrust
than2012
Moretrust
Than2012

12. Methodology
www.evolution-insights.com

13. Secondary and desk
research
Preliminary
quantitative survey
Main quantitative
survey
Insights
• Evolution carries out a preliminary survey of around
100 shoppers, to test questions for the main survey.
• Detailed secondary and desk research is conducted to
define the topic area, macro drivers and trends, scope
and examples of within the research topic.
• Initial insights gained are used to help further design
the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
food & grocery.
• Comprehensive and detailed assessment of all the
data received was then used to discover insights.
• Throughout this process, primary research was
supported by secondary research drawing on
Evolution’s proprietary databases, national statistics,
news and industry resources.
Methodology
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Evolution’s methodology

14. Contact us
Evolution Insights Ltd
Round Foundry Media Centre
Foundry Street
Leeds
LS11 5QP
Telephone: 0113 394 4671
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
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