In a previous post I discussed multiple sides of the issue concerning couponing. Specifically, I addressed the following question: Is coupon discounting an effective tactic for marketers to consider in a down economy?Timeliness and relevance
Timely and targeted delivery of a coupon as a special reward or thank you on a customer’s birthday or notable anniversary date (heck – make up an anniversary) is shown to do wonders for a consumer’s perception of the brand. Email and mobile are great ways to deliver these sorts of life-cycle or loyalty rewards – and consumers know this.
Seventy-three percent say they are more likely to open an email if a coupon is offered, and 64% are more likely to click on an ad banner or search listing if they know that a coupon is offered.
Value exchange
As an inducement to gain more information from a consumer in exchange for a quality discount, couponing can be extremely valuable. As more data is willingly exchanged for discounts, a marketer’s ability to create an ongoing, personalized relationship with the customer is well underway.
77% say that the value of a coupon affects their willingness to provide personal information. More than 70% say they would provide their email addresses and first and last names, and answer survey questions, in return for a $2 coupon.
A satisfying cross-channel experience
Targeted coupons can enable and enhance a consumer-friendly and profitable cross-channel experience. Provide your online researcher with a valuable coupon and a shopping list, and watch the retail experience and overall satisfaction flourish – and the total receipt add up. The cross-channel shopper is difficult to track but worth encouraging.
More than 80% of online coupon users research products or services online before making an offline purchase.
I encourage everyone to take a closer look at the full results of this study. A helpful synopsis from which I have cited is found at Online Media Daily, and the full study is available for download through couponsinc.com.
