Gamification and Coupons
Gamification and CouponsGrocery shopping has entered a fully ‘gamified’ era, according to new research from marketing technology company savi, with instant money-off rewards now exerting more influence on in-store purchasing decisions than traditional loyalty points or cashback.
The study of 8,000 adults across the UK and Europe found that shoppers are highly responsive to smartphone-delivered experiences such as ‘spin-to-win’ and ‘unlockable’ rewards. Almost nine in ten (87%) of consumers say they are more likely to enter a prize draw or play an online game when they are guaranteed a special offer or free item. In the UK, this rises to 90% of shoppers aged 25-44 years old.
Gamification and Coupons
Coupons move from ‘nice to have’ to essential. The study, carried out between 14th November to 16th December 2025, found that money-off coupons are now the single most powerful influence on purchasing decisions for UK grocery shoppers. Nearly three quarters (73%) say coupons have the biggest impact on what they buy, significantly ahead of loyalty points (53%) and cashback offers (40%).
With grocery prices continuing to rise, shoppers are making more deliberate, value-driven decisions in-store, rather than relying on long-term loyalty rewards. Almost two thirds (64%) of UK consumers say they are spending more on groceries than a year ago, while over a third (35%) feel worse off financially. Almost a quarter (23%) report buying fewer groceries altogether, underlining how closely cost now dictates purchasing behaviour.
Gamified experiences as a strategic tool
The research by savi reveals that Gen Z is the first ‘platform-agnostic’ generation, with 43% blending digital and physical shopping – a shift that makes gamified experiences a high-value lever for 2026. By turning the ‘coupon hunt’ into an interactive mission, brands can drive a 7X higher conversion rate and capture zero-party data, essential for the post-cookie era.
This approach is a particularly powerful winner for LHF (Less Healthy Food) brands given the tightening of advertising restrictions on ‘identifiable products.’ Gamification allows these brands to maintain saliency through owned digital channels. By shifting from product-led ads to brand-led games and rewards, LHF brands can bypass the pre-9pm broadcast bans and build long-term loyalty in a compliant, high-engagement environment.
Deal-led discovery replaces brand loyalty
Coupons have become the most influential promotional mechanic for brands due to the clarity and immediacy of savings they deliver. Habit and brand loyalty are giving way to deal-led experimentation.
In the UK, 70% of shoppers say they would try a new product or brand if offered a coupon, rising to 85% among 25–34-year-olds. European shoppers show an even stronger appetite for deal-led discovery, 86% of shoppers in Spain and 83% in Italy willing to try a new product when a coupon is available.
More than half (54%) would even consider switching supermarkets if a coupon was not accepted. This rises sharply among Gen Z, with 76% of 18–24-year-olds willing to change stores. Supermarket loyalty is particularly fragile in Europe where 83% of Italian shoppers and 74% of Spanish shoppers saying they would switch retailers if unable to redeem an offer. While the UK figure is lower at 54%, Gen Z shoppers stand out, with 76% willing to switch supermarkets and 36% saying coupons are essential to managing their shopping budget.
Mobile turns the store into a savings platform
Despite the e-commerce boom, the high street holds firm: 58% of UK consumers still shop predominantly in-person, with 59% choosing superstores for their main grocery shop.
This preference is also mirrored across Europe, with 72% of Italian shoppers, 68% of German shoppers, and 56% of Spanish shoppers preferring to shop in-store. Across markets, shoppers want to see, compare and control their spend, and mobile has become central to how they unlock value.
Nearly half (46%) of UK shoppers aged 25–34 say being able to redeem coupons or special offers on their smartphone improves their in-store shopping experience. Mobile coupon usage is now firmly mainstream, with almost three quarters (72%) of UK shoppers having redeemed a coupon via their smartphone in-store. Nearly half (45%) have done so multiple times, rising to 63% among 25–34-year-olds.
Across Europe, mobile-enabled savings are even more embedded in the in-store journey. 90% of shoppers in Spain and Germany and 82% in Italy say they have redeemed special offers or coupons via their smartphone.
Convenience is the key driver. Over half of shoppers (53%) across Europe, (49% in the UK), say they are more likely to use coupons if they can be redeemed on their phone, rising to 64% among UK shoppers aged 25–34-year-olds. Ease of use is cited as the biggest influencer in encouraging redemption (51%), reinforcing the need for seamless and uncomplicated digital experiences in physical retail environments.
Steve Smith, Chief Commercial Officer at savi, comments:
“Shoppers are becoming more discerning about where they place their loyalty. We found that over half of UK shoppers, and three-quarters of Gen Z, will abandon their preferred supermarket if they can’t redeem a digital offer at the till. In 2026, value isn’t just a bonus; it’s a requirement. Brands and retailers who don’t offer and/or accept seamless, smartphone-based savings are effectively introducing friction that drives customers straight to their competitors.”
