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RevTrax(R) Study Unveils Optimal Timing for Reaching Consumers With Digital CouponsSpanning 2.5 Years of Retail, CPG and Restaurant Chain Digital Coupon Data, Study Finds 8:00 a.m. on Wednesdays Is the Optimal Launch Time for Digital Coupon Distribution (November 21, 2011)
NEW YORK, NY -- (Marketwire) -- 11/21/11 -- RevTrax®, the leading technology platform for digital promotions that drive in-store sales, today released the results of a digital coupon data study across its base of national retail, CPG and restaurant chain customers. Focused on digital coupons that can be redeemed only at merchants' physical store locations, the study analyzed two and a half years of coupon view and print data in an effort to understand which day and hour consumers are most likely to print a digital coupon.
Among several notable findings, RevTrax® determined that 8:00 a.m. Wednesday is the optimal time and day for making digital coupons available to consumers. This day and hour combination has the most impact on the likelihood that a consumer will print a digital coupon, increasing the odds* of printing a coupon by 19.6 percent over standard times. The RevTrax® study also found that:
- Consumers print the most digital coupons on Wednesday and Thursday.
- Distribution on Monday or Tuesday decreases the odds that a consumer will print a digital coupon.
- Wednesday and Thursday also represent the highest digital conversion rates from coupons viewed to coupons printed, followed closely by Friday.
- Regardless of day of week, conversion rates from coupons viewed to coupons printed consistently exceeds 60 percent between 8:00 a.m. and 5:00 p.m.
- Between Monday and Friday, consumers are most likely to print a digital coupon between two peak periods: 8:00 a.m. to 10:00 a.m. and 12:00 p.m. to 4:00 p.m.
RevTrax® survey data also strongly suggests that consumers are most likely to print coupons at work -- either while they check their emails and surf the web first thing in the morning (8 am - 10 am) or while they eat lunch and the day winds down (12 pm - 4 pm). Given that many consumers are finding and accessing digital coupons at work, advertisers should ideally utilize digital coupon technology, such as the RevTrax® platform, that does not require consumers to download additional software, which is often forbidden by employer IT policies.
"Digital coupons are known to boost in-store sales, but measuring the impact of any online promotion on offline sales has long been an inexact science," said Jonathan Treiber, co-founder and CEO, RevTrax. "The RevTrax day and time study is a big step in helping advertisers learn how to optimize the impact of digital media to drive more coupon prints. This insight is critical for advertisers aiming to drive promotion ROI and increase in-store sales."
Full RevTrax study results can be accessed here.
*The odds of printing are defined as the conversion rate from coupons viewed to coupons printed.
RevTrax® empowers marketers to track the effectiveness of digital media on offline transactions. The RevTrax platform offers clients an unmatched ability to securely deliver, track and optimize promotions across email, paid search, display, rich media, mobile and other digital media. Founded in 2006, RevTrax is headquartered in New York City. Visit RevTrax online at www.revtrax.com or call 1-866-996-TRAX (8729).
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