Let’s face it, we all love to get good deals and free stuff. Even those who insist they are not promotion-sensitive actually do care about what brands are offering to get our attention. According to Valassis, 90 percent of all consumers use coupons to get some extras, save money or purchase things they would not likely buy without a discount.

More than a century has passed since 1887 when Coca-Cola offered coupons for a free glass of coke. Back then, coupons brought the company true marketing success. Today, 130 years later, the use of coupons for marketing purposes is still viable and impressively effective.

Coupons as a concept have not changed much over the years – they still entitle holders to receive something for free or at a discount – but they are no longer limited to print versions. The ways people consume information and shop have evolved, and today consumers are offered better deals via multiple channels:

  • Text messages
  • Push notifications
  • Emails
  • Social media platforms
  • Brand websites
  • Retailer websites
  • Couponing and discount sites

Mobile and digital coupons are on the rise and getting more and more attention from consumers, especially from tech-savvy millennials. Coupons are a powerful and ubiquitous marketing tool that connects people and their wallets to brands. In today’s price-conscious society, consumers spend an average of two hours per week looking for the best deals and opportunities to save online.

The idea of getting something extra or hunting down a bargain has the power to influence a customer’s decision at different stages of their purchasing journey: