How Consumers Work the System for Better Deals

Consumers are getting more creative and strategic in how they seek out value from brands, blending direct engagement with savvy tactics to unlock the best deals. According to a September study conducted by Wunderkind, while trust and validation from third parties still play a role, shoppers are increasingly experimenting with behaviors that push brands to offer discounts or incentives. At the same time, personalization — especially through email —  remains a powerful lever for building loyalty and driving conversions.

• 39% of consumers are visiting brand websites directly to find the best deals — but third party validation remains important to 24%, who are checking out comparisons and reviews to get the best bang for their buck. 
• 19% employ a “cart abandonment” tactic (adding items to their online cart and leave them there in hopes of receiving a follow-up discount), a behavior most common among Gen X (28%).
• A similar strategy of revisiting the same product or site over and over to trigger discounts has been used by 16% of consumers, while 13% go even further by using multiple emails or identities to take advantage of first-time buyer incentives.
• Nearly half (48%) of consumers prefer to receive personalized offers via email over any other channel, and that share jumps among older people, to 65% of Gen X and 50% of Boomers.

For more consumer insights, download Wunderkind’s September tariff report here.