According to recent IELKA (Research Institute of Retail Consumer Goods) survey, consumers in Greece have changed their habits regarding their purchases on retail goods, due to the economic recession.
The major findings of the survey are the following:
The penetration of digital coupons in the retail market has risen exponentially over the last few years. The rapid growth of the web and the mobile apps and the dominance of social networks, have all been critical for incentivizing retailers to seek innovative, turn-key solutions in order to approach and interact better with the consumers. These market dynamics along with the market need for evolution and innovation, have led to the adoption of Digital Marketing as a major component of any marketing policy. At the center of this trend is the emergence of Digital Coupons.