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  • Deals Play Critical Role Earlier in Shopping Journey

    Posted on eMarketer Retail by RetailMeNot June 24, 2018

    ". . . In today’s retail landscape, online and smartphone shopping have expanded the resources available to consumers who are deciding what to buy and how much to pay.

    As a result, the deal is quickly becoming the most important factor for consumers all along the buying journey. In fact, 81% of Americans say that finding a great deal or offer is on their mind throughout the entire shopping journey. It’s even trumping loyalties created by good customer service and brand, according to a new survey from RetailMeNot.

    Among consumers surveyed, two-thirds (65%) said a great offer is more important to them than customer service. And almost half (48%) said they’d avoid brands that don’t offer discounts.

    For retailers, the power of deals has moved beyond just last-click, and promotions are now useful marketing tools to attract customers and build loyalty throughout each phase of the shopper journey-—from browse to buy.

    Deals and offers are influential across the entire shopping journey--from browse to buy. According to a RetailMeNot study, 80% of consumers said they feel encouraged to make a first-time purchase with a brand that is new to them if they found an offer or discount.

    Deals Drive Engagement Throughout the Sales Funnel

    Ninety-four percent of survey respondents said they search for special offers when shopping online. Additionally, nearly half of online shoppers (48%) said they search for deals before they start and often decide what to buy based on the offers they find.

    Further, deals can drive increased order value and attract new customers to a store or brand. Two thirds (67%) said they’ve made a purchase they weren’t originally planning on because they found a coupon or discount. If that’s not convincing enough, nearly two-thirds (65%) also said they’d spend more than originally planned to secure a discount.

    And the feeling of being flush after a good deal lingers for most shoppers as well. Seventy-eight percent said saving money greatly impacts how positively they feel about a brand. Another one in five (21%) have recommended the brand to friends and family or went back online to write a positive review (16%). Nearly all (93%) agreed they’d choose to shop with an online retailer again if offered good discounts.

    Millennials More Frugal" . . . [Read More at Retail.emarketer.com]