The coupon is an effective tool for influencing the purchasing act of consumers. It is used to retain customers or attract others. Omnipresent on all distribution channels, it can be associated with other traditional marketing tools such as mailing, social networks, distribution sites.
The coupon is a promotional technique that offers several advantages. It is a strategy that makes it possible to trigger the purchase with the consumer and to retain him in relation to a product or a service. Distinguishing itself from other traditional marketing tools, it can be combined with these to generate more impact with buyers. Finally, the coupon is also a tool that adapts to the needs and purchasing behavior of consumers. Brands also benefit from this tool to enhance their image.
A technique to trigger the purchase
At a time when most consumers are looking for the right shopping plans, the coupon is the effective tool to buy at the best price. Having a discount pushes the consumer to buy the product. According to the American research firm Forrester, a study of 500 consumers showed that 60% of them made purchases using digital coupons. These consumers said that the coupon influenced their choice, but also made their purchase easier. 40% of them said they visited a store after finding a digital coupon. This practice is therefore effective not only on e-commerce sites but also for traditional commerce.
A strategy that attracts and retains customers
The coupon is an excellent way to attract and retain customers. You can use it to get a customer to discover another product or to get them to come back to you, even without coupons. The couponing strategy can promote brand preference and the construction of a lasting relationship with the customer.
The coupon is not intended to devalue the image of the company. On the contrary, it participates in the creation of a new clientele. A customer can subscribe to your newsletter or to your site, simply to wait for good deals, coupons or promotional offers. Subsequently, if the service offered meets their expectations, the customer can come back to you, without necessarily with the objective of hoping for a reduction voucher.
A tool that can be combined with other media
The coupon can be used with other traditional marketing tools. Depending on consumer behavior, you can associate it with more than one medium. Indeed, a coupon campaign is always associated with a specific target. It is a tool that is adapted to the behavior of the consumer (young buyer, compulsive, informed consumer, mature, impulsive, etc.). Among the media used for a couponing campaign, you have the choice between:
- A mailing operation: send coupons via emails to be easily detected by professional customers.
- Distribution on coupon code websites: if your target is customers looking for good deals, looking for the best prices.
- Broadcast on social networks: Twitter and Facebook, for the younger generation.
- Broadcast on the merchant’s website as a banner: to attract and retain your customers.
Types of offers
Here are 5 types of offers that you can put in place to boost your margins without damaging your brand image
1. The welcome offer
It consists of offering a discount to people who order for the very first time on your site. It’s always nice for a new customer to be offered a welcome promotion, but sometimes frustrating for existing customers who would like to see their loyalty rewarded. This is why they may be tempted to create new accounts linked to other email addresses in order to be able to take advantage of the welcome offer several times. To avoid this, you can also reward your loyal customers by offering them equivalent or even more attractive offers. This can go through a loyalty program.
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2. The reduction offered to newsletter subscribers
Today, an email address is worth gold because it is the safest way to reach and communicate with your customers. This is why many brands offer buy coupons online to people who join their mailing list. They can then regularly send them information about their products.
3. Promotions related to parties and birthdays
If you are looking for a pretext to offer attractive offers, national holidays and other traditions are numerous enough throughout the year for you to repeat this operation every month: between Valentine’s Day, Mother’s Day, Father’s Day, Festivals, changes of season, holidays, and back to school, you are spoiled for choice. And as hypermarkets often do, you can celebrate your brand’s anniversary for an entire month.
4. A little help for customers who have abandoned their cart
As we have seen recently, more than half of customers who add products to their cart do not complete their purchase. By using a reminder function for abandoned baskets, you can expect to recover around 15% of these baskets. But why not go even further by offering a special offer to people who have not finalized their purchase after a first visit? This method is of course not to be used in a systematic way so that customers do not discover the secret.
5. Exclusive offers to re-expanded customers
Retargeting or remarketing consists of presenting an advertisement to people who have already visited your site. It is today one of the marketing tactics that presents the best return on investment because in this case you are addressing people who have already expressed some interest in your brand since they already know your site.
In addition, you can refine your retargeting campaigns by choosing to target all people who have visited your site, or only those who have visited certain pages in particular, or even exclusively people who have added products to their cart.
This level of granularity and precision makes it possible to create tailor-made campaigns, which explains their success.
Discounts and promotions are a powerful lever to boost your sales. Used intelligently, they will allow you to significantly increase your sales without sacrificing your margins too much.
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