This is the first entry of a two-part series examining different online marketing strategies and tactics in a struggling economy.
Was this the right strategy? I don’t know. Regardless of the medium – an email or an FSI – this question persists: is aggressive couponing an effective approach in a down economy?
Within some categories – specifically Consumer Packaged Goods – couponing will always thrive. Brand loyalty is scant and couponing is a necessary part of trial and adoption and building purchase frequency.
In other categories, a marketer needs to take a long-term look at a short-term couponing strategy. The short-term goal is to keep the numbers up during a down economy. But, if now is the appropriate time to ramp-up a coupon program, when is the appropriate time to pare it back? Will your customer return to rack rate with you?
See part two here.