Overview of voucher use in Germany

Joy and frustration

March 31, 2024 10:19 a.m. Denis L.

Coupons have become an integral part of online shopping, especially in Germany, where hunting for the best deal has almost become a culture. A new study sheds light on how German online shoppers actually use discount codes and what influence these have on their purchasing behavior. It turns out that the desire to save money when shopping online is deeply ingrained in the consumer psyche. But not everyone takes advantage of this opportunity – some face obstacles.

Kiel (Germany). In Germany, online shopping has increased significantly in recent years, and with it the use of coupons. This development is partly explained by the strong need of German consumers to save on their purchases. Vouchers offer a simple way to reduce costs without having to give up the products you want. With the increasing digitalization of retail and the growth of the e-commerce sector, discount codes and special promotions are becoming more and more accessible. Consumers are therefore encouraged to search for the best deals before each purchase in order to get the best value for money.

Many consumers consider finding the best promo code an integral part of the online shopping experience. On discountaffe.de, the voucher portal for many popular online stores, this search is not only simplified, but also fun. The platform offers a variety of current discount codes that not only make shopping cheaper, but also more entertaining. This convenience and added value that these portals offer encourages consumers to integrate vouchers into their purchasing process and thus strengthens the savings culture in online retail.

Despite the popularity of vouchers, a significant number of consumers still do not take advantage of these savings options. The reasons for this are varied and range from lack of knowledge about the availability of promo codes to concerns about the reliability and redeemability of offers. The latest study examining the behavior and attitudes of German online shoppers aims to shed light on these aspects and provide valuable insights for both consumers and retailers. By raising awareness of the benefits of coupons and reducing barriers to their use, the study can help further promote the acceptance and use of coupons in online retail.

Use and collection of vouchers

The study found that a majority of German online shoppers actively use coupons, with 67% of respondents saying they use coupons once a week or at least once a month when shopping online . This high usage frequency reflects not only German consumers’ propensity to save, but also the effectiveness of vouchers as a marketing tool for online retailers. Interestingly, the results also show that a strong majority of 94 percent of users use vouchers primarily to save as much as possible, while for 56 percent of respondents it is important that the discount is applicable to the entire range. This behavior indicates a consumer need that goes beyond simply wanting to save money and includes flexibility in product selection.

Another notable finding from the study was that 17 percent of participants said they had never used an online voucher, mainly due to the inability to redeem the vouchers. This highlights a gap between the offering of discount codes by online stores and their actual usage from a consumer perspective. Frustration with discount codes that don’t work or are difficult to use leads to potential savings going unused and weakening trust in online voucher portals. To address this problem, coupon portals and online stores must ensure that the discount codes offered are reliable and easily accessible in order to increase customer satisfaction and further encourage coupon usage. .

Challenges and potential for improvement

Despite the scale and popularity of coupons when shopping online, users also encounter barriers that can cloud their experience and limit their use. A major problem is that vouchers are often not redeemable. Many users express frustration when they find that a promising discount code doesn’t work or that the terms are so restrictive that the voucher becomes unusable for their purchase. These disappointments can undermine confidence in coupon portals and discourage consumers from actively seeking discounts in the future. A clear signal to suppliers to improve the quality and reliability of their discount codes and provide transparent and easy-to-understand conditions for using them.

Another point that emerges from the study is the desire to have a wider range of vouchers directly from stores. Consumers want more variety and flexibility in discount offers to optimize their purchases across different product categories and brands. Stores could take advantage of this need to attract new customers or retain existing customers through targeted offers. The strategic use of vouchers tailored to the preferences and purchasing behavior of the target group can significantly contribute to customer loyalty and increased sales. Companies are therefore required to continually evaluate and adapt their voucher strategies in order to meet consumer expectations and create added value.

Vouchers and discount codes will continue to play an important role in the future

The study results underline the central role that coupons play in the purchasing behavior of German online shoppers. They are not only a popular means of saving, but also a decisive factor that can positively influence the purchase decision. Businesses should use this information to adapt their marketing strategies and use discount codes more specifically. By focusing on consumers’ needs and wants and ensuring high quality and redeemability of vouchers, they can increase customer satisfaction and build long-term customer relationships. Additionally, transparent communication about voucher terms is essential to gaining and maintaining user trust.

Moving forward, the importance of coupons for online shopping appears to continue to grow. The savings mentality of German consumers and the search for best value for money is expected to persist. This opens opportunities for businesses to strengthen their market position and promote sales through creative and attractive voucher offers. The continuous adaptation and optimization of voucher strategies therefore becomes an important part of the success of e-commerce.