Dive Brief:

• A new survey published Thursday found that digital coupons still have a key influence on consumers' e-commerce and in-store purchases. 
• Among the findings: 68% of consumers strongly believe that digital coupons have a positive impact on a retailer's brand and create loyalty; 59% say they sway them the most when making a purchase decision; and nearly 80% agreed that digital coupons can "close the deal" on undecided purchases. 
• The study, conducted by Forrester and commissioned by RetailMeNot, surveyed 500 consumers that have used a digital coupon in the past three months. 

Dive Insight:

While the days of clipping newspaper ads may be coming to an end, the digital coupon continues to reign in the world of promotions, having a range of positive effects on loyalty and sales, and driving new customers to brands. With more of these digital coupons being redeemed on mobile phones in-store, it creates even more urgency for retailers to master a seamless omni-channel strategy to retain their loyalty.