When you were young, you might remember your parents clipping coupons before going grocery shopping. You may have even done so yourself. Newspapers were full of them at the time, and they were a great way for budget-conscious shoppers to learn about the best deals. But even more than that, they allow retailers to promote specific products and keep track of who expresses the most interest in these sales.

Today, newspapers are a bit thinner, and they don’t have quite the same number of coupons as they used to. But coupon usage isn’t declining. In fact, surveys have shown that millennial shoppers are just as likely to use print coupons as their parents, all while significantly expanding their use of digital coupons. This growing generation of shoppers is definitely looking for a deal, and it’s up to retailers to think of new ways to offer promotions and savings.

The question is where to offer these coupons. Certainly, the continued popularity of print is encouraging, but few who follow news about the general decline of print media expect this to last forever. Previously, shoppers were moving to desktop and laptop computers to make their online purchases, and now mobile devices are increasingly becoming the preferred vehicle for shopping.

There’s a wealth of data that can be collected from both physical and digital coupon programs. Do people who tend to shop with their phones look for different product offerings? Do those about to make large purchases switch from mobile devices to desktop computers before they hit the “buy” button? The more retailers learn about their most loyal customers and their coupon preferences, the easier they’ll find it to continue creating special deals that keep the audience interested.

Interactive Edge offers a number of creative ways to get the most out of your data. Check out the rest of our website to learn more about the services we offer to our clients.