Online retailers in danger of losing 27 percent of online business by not offering coupons

Online stores that do not provide online coupons as a payment method for US online buyers find themselves at risk of losing 27 percent of their business.

More than half (51 percent) of US online customers have expressed their intention to change spending habits as a result of the crisis in the economical sector. Of these, 9 out of 10 have made plans to spend less on gifts during this year's holiday season, as compared with the same period of 2007. In terms of strategies to be adopted by online customers in order to spend less, 35 percent mentioned the use of coupons. 16 percent of respondents have declared that they will buy a certain product only if they can find a coupon.

The study also indicates that offering coupons can be a successful strategy to be adopted by online retailers in order to attract customers. 67 percent of those involved in the study believe that coupons can drive customer loyalty, while three out of four US online customers are inclined to visit again a store that offers coupons.

Almost 72 percent of online adults are likely to visit a new store if the latter offers them the possibility of using a coupon. In case they do not find a coupon which is available for a certain purchase for an online store, 20 percent have stated that they will choose another store that offers coupons as well as the same product, while 8 percent will prefer to wait for an available coupon to purchase that item. According to the study, the most popular items among online shoppers are books (mentioned by 71 percent of respondents). 62 percent of online shoppers have referred to music, 55 percent electronics and 53 percent gift certificates.

The Online Shopping survey was conducted by market research firm Harris Interactive and commissioned by RetailMeNot.com.