Millennials demand seamless redemption of digital coupons

Coupons are a key tool for retailers, one that has consistently proven to work with most demographics. But in order to reach millennials, coupon strategies need to be digital, seamless and simple to redeem.

Millennial shoppers, especially those with children, are finding digital coupons today to be more difficult to redeem than traditional paper coupons, according to a new study by Forrester Consulting on behalf of Linkable Networks.

Shopper's no. 1 pain point that keeps them from regularly using coupons is forgetting them. In fact, 79 percent said they would not buy an item if they forgot to bring the coupon to the store, resulting in a loss of sales and loyalty.

Digital coupons should help ease that pain point, but need to offer a more seamless experience than currently exists. Millennials increasingly don't want to interact with a cashier, making automatic, digital transactions even more critical.

"At a time when myths about coupons are prevalent, millennials don't bother and they erode loyalty… The reality is when coupons are digital and intuitive, they grow in usage and drive an increase in loyalty. Convenience is key in CPG," said John Caron, chief marketing officer, Linkable Networks. "For today's influential millennial population, CPG marketers who consider 'invisible redemption,' where through card-linked offers, coupons are connected to a shopper's credit or debit cards and savings are seamlessly redeemed at the time of purchase, will win the race to scale digital couponing."

With all digital card-linked offers, retailers and brands can incentivize shoppers enough to try new brands, use more coupons, build loyalty and increase visits to retailers that support automatic redemption. The study found 63 percent of millennials would experiment with a new brand if they received a card-linked offer and 48 percent would shift spending to another retailer that accepts card-linked offers.

For more:
-See this press release

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