More Than Half of Dollar Channel Shoppers Express Preference for Digital Coupons
Winston-Salem, NC, November 6, 2018
Inmar has released findings from its Dollars and Sense: Decoding the Dollar Channel Shopper report to give retailers and manufacturers unique insight into Dollar Channel shoppers. The research by Inmar explores what influences their retail channel selection, what motivates them to purchase or not purchase certain products or categories at Dollar Channel retailers, their use of promotions, and other key considerations.
The Dollar Channel is experiencing a period of growth and is increasingly becoming a destination for shoppers looking for convenience and savings. According to Inmar Analytics, sales grew for the Dollar Channel by 6.6 percent in 2017. By comparison, sales for traditional grocery grew only 1.3 percent. Brands and retailers alike can benefit from understanding the shoppers who are driving this growth in order to appeal to their preferences and win their loyalty.
Winning the loyalty of Dollar Channel shoppers is paramount when one considers their propensity to switch brands and buy private label in order to save money:
- 70% of Dollar Channel shoppers have tried a new brand for the first time at a dollar store. Of those shoppers, 65% said they purchased a new brand at a dollar store because it was a cheaper option.
- Similarly, 89% of Dollar Channel shoppers claimed to be at least somewhat likely to purchase store-brand products in dollar stores, with 69% citing price as their rationale.
“Dollar Channel shoppers are generationally and economically diverse and represent an excellent opportunity to promote trial, grow volume and build loyalty by appealing to their shared desire to save and by making it easy for them to find the best value,” said David Mounts, Chairman and CEO of Inmar. “Consumers are interested in making cost-conscious decisions and are purchasing new brands, typically through a trial purchase, to make their dollars stretch further.”
In addition to how shoppers make purchasing decisions in the Dollar Channel, Inmar Analytics’ report also highlights data supporting the increased demand for digital promotions, which requires retailers and manufacturers to activate data-driven strategies.
Fifty-three percent of Dollar Channel shoppers indicated a preference for digital coupons. Inmar also observed a 3x lift in redemption volume for digital coupons in the Dollar Channel for 2017, with 2018 poised to surpass last year. This dramatic rise in consumer adoption reflects a larger pattern across retail channels; Inmar Analytics’ research finds that redemption of digital coupons has increased 67 percent across the board in the past year. Importantly, the percentage of Dollar Channel shoppers who prefer digital increases to 70 percent among millennials, signaling the need for brands to further invest in this method as millennial purchasing power continues to grow.
“This is an especially critical channel for reaching millennials and provides the opportunity to use digital promotions to increase sales volume via trial,” said Mounts. “ In particular, leveraging advanced analytics to target digital offers is a highly effective method for driving trial; Inmar Analytics found that it drives an average of 85 percent new customers for the brand,”
Other notable findings from the report include:
- 61% of Dollar Channel shoppers say they would be more interested in using a retailer’s mobile app if it offered digital coupons.
- 71% of survey respondents had an associate’s degree or higher and 21% had an annual income of $100,000 or more.
- 81% of Dollar Channel shoppers spend 30 minutes or less in a dollar store.
- 43% of millennials visit dollar stores for weekly grocery trips.
- 28% of Dollar Channel shoppers indicate shopping at a dollar store is more pleasant than other stores.
To download a copy of Inmar Analytics’ Dollars and Sense: Decoding the Dollar Channel Shopper report, please visit https://www.inmar-insights.com/mystore#/productDetails/productId/01t2A000005Q4H1QAK
# # #
Anyone who has redeemed a coupon, filled a prescription or returned a product, has touched Inmar. We apply technology and data science to improve outcomes for consumers and those who serve them. As a trusted intermediary for over 35 years, we have unmatched access to billions of consumer and business transactions in real time. Our analytics, platforms and services enable engagement with shoppers and patients, and optimize results.