The majority of consumers who redeem online deal vouchers, from sites like Groupon and Gilt Groupe, were already customers of the brand, according to a new study by Forrester Research.

The survey also found that more than half of voucher-redeeming consumers say they would have purchased from the brand anyway without the voucher.

The study focused on “group deal” sites like Groupon and Living Social, as well as flash sale sites like Gilt Groupe and Woot.

“While consumers enjoy receiving deals, these deals frequently cannibalize sales from otherwise lucrative shoppers,” said an executive summary of the survey.

It further predicts that “because so many daily deal buyers are already customers of a merchant or brand, these programs will likely evolve to become components of merchant- or brand-sponsored loyalty programs.”

JCK