1. Men: The Coupon Opportunity
Thérèse Mulvey
Vice President, Marketing Intelligence
Valassis

2. The Coupon Opportunity
Who is the Couponing Man?
Men as Shoppers
Coupon Sourcing and Usage

3. The Coupon Opportunity
78%
of Adults 18+ use coupons x% y%
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013).

4. The Coupon Opportunity
78%
of Adults 18+ use coupons
56%
44%
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013).

5. Are Men Savings Minded? Men Women
Men
Women
Price Conscious, I buy the least expensive items all the time
29%
27%
Promotion Sensitive, aware of sales, coupons and discounts
38%
59%
Brand Loyal regardless of price
18% 8%
Time Crunched, I buy whatever is available, fastest, and easiest 5% 3%
Not sure
10%
Source: Valassis/Ipsos 2013 Consumer Survey

6. Who’s More Likely to be a Couponing Man?
White Collar
Children at Home
Home Owner
Married
College Graduate
High School Graduate
Household Income > $50k
No Children
at Home
Household Income < $50k
Renter
Blue
Collar
Single
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013).

7. Who’s More Likely to be a Couponing Man?
White Collar
Children at Home
Home Owner
Married
College Graduate
Household Income > $50k
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013).

8. The Couponing Trend 74% of men use coupons
% of consumers who use coupons (ever)
74% of men use coupons
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013).

9. Coupons by Gender and Generation
18-34
35-54
18-34
35-54
55+
55+
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013).

10. Why do Men Tend to Use Fewer Coupons?
Q: I feel embarrassed to be seen using coupons
Source: Valassis/Ipsos 2013 Consumer Survey. Base: Use Coupons when shopping for items such as food, otc medications, paper products, and health & beauty care.

11. The Coupon Opportunity
Who is the Couponing Man?
Men as Shoppers
Coupon Sourcing and Usage

12. Men & Channel Shopping Male Female Supermarkets 87% 88% Supercenters
Male
Female
Supermarkets
87%
88%
Supercenters
60%
66%
Drug Stores
58%
62%
Dollar Stores
44%
56%
Warehouse Clubs
39%
37%
Source: Kantar Retail ShopperScape, Data file for November January Format shopped past 4 weeks.

13. What’s Important to Men When Shopping?
18-34
35-54
Men 55+
Specific items I want being in-stock
63%
71%
80%
Knowing that I'm paying a low price
61%
74%
77%
Feeling like I got a "good deal"
64%
69%
High-quality private label brands
40%
45%
Private label brands in many categories
42%
37%
A loyalty/frequent shopper program with relevant rewards
46%
39%
34%
Double coupons
29%
Ability to use the retailer's app while in-store
16% 4%
Source: Kantar Retail ShopperScape, Data file for November January Q: Among the factors listed below, which are important to you when you are shopping in general?

14. Men Plan Shopping Trips
Source: Kantar Retail ShopperScape, Data file for November January 2014

15. Shopping Trip Planning by Age Group
Source: Kantar Retail ShopperScape, Data file for November January 2014

16. How Men Shop the Store Center Aisles Perimeter
Source: Kantar Retail ShopperScape, Data file for November January Q: Which one of these best describes how you shop a supermarket on a typical trip?

17. Trip Types…Not What You’d Expect
Source: Kantar Retail ShopperScape, Data file for November January 2014.
Q: Regarding your last grocery shopping trip, what was the primary reason you went to the store on this occasion?

18. Average Spend Men 18 to 34 Men 35 to 54 Men 55+ $130.69 $139.11
$123.12 .
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013). Amount household spent on groceries past 7 days (HHLD)

19. The Coupon Opportunity
Who is the Couponing Man?
Men as Shoppers
Coupon Sourcing and Usage .

20. % Of Total 2013 U.S. CPG Coupon Distribution Volume - By Media Type
All Other Media
In/On Pack &
Cross-Ruff
1.0%
Magazine
1.1%
Free Standing
Insert
Direct Mail
1.7%
(FSI)
Handout
In-Store
3.5%
Remaining*
<2.0%
All Other
Media
Source: NCH Marketing Services, Inc., Coupon Facts Report, *Remaining Includes: Newspaper, All Digital Formats, Handout Away From Store, Military And Miscellaneous, Where No Individual Media Format Exceeds One Share Point Of The Total Market. Retailer In-Ads Excluded.

21. Coupon Sourcing
Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013). How household usually obtains cents-off coupons

22. How do Men PREFER to Receive Coupons?
Newspaper
Mail
Internet: Print at Home
Internet: Download
Mobile
Source: Valassis/Ipsos 2013 Consumer Survey. Base: Use Coupons when shopping for items such as food, otc medications, paper products, and health & beauty care.
Q: How do you prefer to receive coupons? A: Strongly/Somewhat Agree

23. Media Influence for Grocery Purchases (top 10)
Despite the reported “stigma” of coupon usage, 57% of men say they’re influenced by coupons for their grocery purchases.
Source: Prosper Insights and Analytics: Media Influences on Grocery (Food/Cleaning/Beauty) Purchases (Dec-2013).
Q: Which of the following media influences your Grocery (Food/Cleaning/Beauty) purchases?

24. The Discount is Everything
Q: Please select the coupon discount that is the lowest discount amount that you will use a coupon regardless of the product the coupon is for.
Men want a higher discount when it comes to coupons.
Source: Valassis/Ipsos 2013 Consumer Survey. Base: Use Coupons when shopping for items such as food, otc medications, paper products, and health & beauty care

25. Coupons by Category 18-34 35-54 18-34 35-54 55+ 55+ Men 18-34
Q: For each of the following retail categories, please tell us if coupons influence your purchases.
Men 18-34
Men 35-54
Men 55+
Grocery
47%
60%
65%
Electronics
27%
22%
13%
Dining Out
26%
39%
40%
Apparel/Clothing
25%
23%
17%
Home Improvement
15%
10%
Medicines
11% 7%
Car/Truck 9% 6%
Telecom Services 8% 3%
Financial Services/Insurance 2%
18-34
35-54
18-34
35-54
55+
55+
Source: Prosper Insights & Analytics MBI Survey, Jan 2014

26. The Male Coupon Opportunity
The Couponing Man:
Family man, educated, upper income
Cares about paying the lowest price, but sensitive about the image associated with couponing
VERY brand loyal
Men as Shoppers
Similar to women’s habits, but tend to be coupon opportunists
More likely to shop the perimeter of the store, but if you can get them to the center aisle, they’re more likely to shop EVERY aisle
Coupon Sourcing and Usage
Men need coupons with a higher dollar value to drive them to action

27. The Opportunity Men spend $543.20/month on groceries*
Men are half of the population
No matter what the source, the number of “Brand New Men” who are responsible for shopping decisions is increasing.
ESPN = 31% [14% in 1985]
BPN = 40%
Yahoo = 51%
Defy Media = 54%
*Source: Scarborough Research, Multi-Market 2013 Release 2 Total (Aug Sep 2013).

28. Questions? Thérèse Mulvey Vice President, Marketing Intelligence
Valassis