The coupon is not dead. Far from it—most research shows that the number of Americans who use coupons and other offers regularly tops 90 percent. In the midst of our digital age, the chance to save money still appeals to consumers, even when the method to do so is a paper coupon.
The question that must then be asked: Why do customers still use coupons? Consumers’ habits may change over time, but this area hasn’t. Understanding the psychology of coupons can greatly help in developing and maintaining a successful marketing strategy for your business. Here are some reasons why coupons remain a powerful force in today’s retail environment:
Ah, the receipt. Every day, billions of transactions are completed, and millions of receipts are issued. But receipts ca...