Digital coupon site RetailMeNot Inc. has released the findings of an August 2014 study it commissioned from Forrester Consulting that looked at the impact of digital coupons and promotions within the retail industry. According to the new study, digital coupons are as relevant as ever as retailers' omnichannel sales strategies become the norm. Additionally, the research reviews how people are thinking about digital couponing and provides insight into omnichannel offers in the offline-channel world, and provides insight into how mobile affects in-store traffic and sales.

"This new Forrester study reiterates key findings from a similar 2011 study, while highlighting how digital promotional strategies are driving, and will continue to drive, meaningful positive impact on retailer sales through both e-commerce and in-store channels as mobile commerce grows," said Jill Balis, SVP of marketing for RetailMeNot. "How we research, plan and shop is evolving beyond the e-commerce site to include our mobile phone and tablet, yet the basic premise of coupons has remained the same. A great offer can drive incremental revenue, reduce shopping cart abandonment and result in happy repeat customers."

Digital coupons continue to positively affect brand and loyalty: Nearly 7 in 10 consumers (68 percent) surveyed strongly believe that digital coupons have a positive impact on a retailer's brand, and 68 percent also state that coupons generate loyalty. Similarly, digital coupons increase the potential for conversion when consumers are in the cart and checkout phase of a purchase, and they play a key role in combating shopping cart abandonment. Of consumers surveyed, 64 percent said a digital promotion or a coupon often closes the deal if they are wavering or undecided about making a purchase.

Mobile coupons can broaden consumers' horizons. In addition to cultivating loyalty, a digital coupon via smartphone can also persuade customers to try a new brand. Nearly half of those surveyed (47 percent) said they are open to doing so.

Digital coupons continue to rule the world of promotions. An overwhelming 59 percent of respondents said that out of all the different types of promotions a retailer can employ, digital coupons still sway them the most when it comes to influencing a purchase decision. Second to digital coupons, sales are preferred by 28 percent of those surveyed.

Digital coupons create a sense of urgency for consumers. Receiving a deal or savings opportunity via a digital coupon can be the tipping point for a consumer to click "buy" online or to walk into a store and make the purchase in person. Nearly 80 percent of respondents agreed that digital coupons "close the deal" for them when undecided on a purchase. Once a consumer receives a digital coupon, most are redeemed within several days. The study found that:

• 91 percent of desktop users redeem a digital coupon within several days;
• more than 90 percent of smartphone and tablet users redeem their digital coupons within several days;
• nearly one-third of coupons found on smartphones or tablets are redeemed immediately; and
• nearly 30 percent of consumers used a digital coupon immediately upon receiving the offer.

Consumers are likely to spend more when redeeming digital coupons via smartphone. The survey found that 55 percent of smartphone coupon users will spend more money during their online or in-store visit — the majority at least $25 more. Additionally, 77 percent of customers will spend between $10 and $50 more than anticipated, and 17 percent will spend an extra $50 or more.