The research center of the promosearcher.com project conducted a large-scale survey of online shoppers, studying the use of promotional codes and tkmaxx discount code in online stores.
promosearher presents the results of the study and his comments on it.
Research methodology
Method: the study was conducted by the online survey method.
Dates of the online survey : June 21 to July 12, 2016.
Target group of the survey: online users over the age of 18.
Geography: all regions of the Russian Federation.
Sample size: The resulting database includes 1,891 survey participants.
Attitude towards promotional codes
Apparently, coupons and promotional codes have already become a familiar tool for making purchases – at least 47% of respondents always “wool” the global network before making a purchase in search of promotional codes for the desired product.
Another 48.2% do it from time to time. And only 4.2% of shoppers will never waste time trying to save money.
Where can I get a ticket?
According to the research, to find promotional codes, most respondents use Internet search engines (40.6%) or visit specialized aggregator sites (27.7%).
And pay attention – in the distribution of discounts, specialized portals actually compete with the online stores themselves: 27.7% of respondents used the offer received from the seller by e-mail, and another 24.1% – a promotional code from a specialized site.
A great question to think about: why only 7.5% of users used the coupon they received with the last order – is it because they are simply not invested in orders? There is something to think about, isn’t it?
Paper versus numbers
Expected result for the online survey: In 2016, online promotional codes (50.7%) were much more popular among Russian Internet shoppers than paper coupons (37%).
Promosearcher draws your attention to the fact that if you ask the same question to visitors of an offline shopping center, the result will be different.
Buyers often use “paper” discounts in such categories as “Beauty and Health” (28.2%), “Food and Restaurants” (25.6%) and “Clothes and Shoes” (23.5%).
At the same time, Cossa reminds that the indicator of the frequency of use reflects not so much consumer preferences as the specifics of specific businesses. For cafes and restaurants, paper flyers are much more convenient than digital ones, while for online stores it is the other way around.
But the categories “Books”, “Toys” and “Accessories” are “not trendy” today and only 5% to 9% of consumers buy these goods at a discount, without fundamental differences between paper and digital coupons.
Give a discount or leave
An interesting indicator: almost 74% of respondents admitted that in some categories of goods and services, buying without a promotional code is simply unthinkable for them.
Here we can put forward several hypotheses:
- This indicator reflects the real proportion of Internet users who buy products only if there is a discount on them. In general, living within walking distance from several fairly large stores, it is quite possible to organize it. The reasons for this behavior remain behind the scenes – a real lack of money or an ideological desire to save.
- The result due to some kind of failure in the sample – this possible if the sample is not formed in a completely random way. But, for example, the recruiting of respondents was carried out on the conditional website “Food at a discount”.
- The respondents deliberately skewed the results. This happens when there is insufficient motivation of the respondents, when people do not feel moral responsibility for the data provided and indicate some of the values ”for fun.”
Faithfulness and temptation
There also asked questions about choosing a store. Promoseacher notes that an important point missed in the survey – the answers did not imply options related to additional terms and service. We can assume that among the respondents, some part would be ready to choose something like “First of all, I pay attention to related services / delivery schedule / self-pickup availability, etc.”.
However, the share of such respondents is presumably small and should not greatly affect the main result.
And it is quite unambiguous: the decisive factors when choosing an online store are the price of the product (45.1%) and the price after taking into account the cost of delivery (33.8%).
And only 3.9% of buyers said they would not trade their favorite online store for its competitor, even if he offered them a much larger discount. One can only be glad for the sellers who have such conscientious customers.
A rather large number of those who link their decision to the presence of good reviews about the store is of interest – 17.3%. Recall that we are not talking about comparing two stores with the same conditions, but about unequal rivalry – the “other” store offers a significantly better price. Nevertheless, 17.3% of shoppers would only agree to try their luck there if this “other” store has already earned a good reputation.
promosearcher believes that this percentage roughly corresponds to the number of online users who understand that the Internet not a fabulous field of miracles. And it very easy to left without money, following bright promises. A small number, agree.
