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Internet Retailer - Online coupons
can drive in-store sales
Online distribution of coupons could
lead to an increase in in-store
purchases, according to a new survey
from Prospectiv Consumer Preference
Index. 66% of consumers polled said
they would use coupons delivered
online for in-store purchases. 10%
said they would use them while
shopping online and 23% said they
would use them for both in-store and
online purchases, according to the
poll.
Prospectiv also found that an
increasing number of coupon clippers
would like to go to the Internet for
special offers and discounts for
their favorite products and brands.
About 32% of those polled said they
would like to receive coupons
online, with 21% saying they would
like to receive them via e-mail.
That number jumped to almost 55% if
the online offers were specifically
tailored to the consumer’s
interests, Prospectiv said.
The
demand for coupons continues to
grow, with 96% of those polled
saying they clip or print them, with
more than 62% doing so at least once
a week and 38% clipping or printing
them more frequently, Prospectiv
says. 51% of consumers polled said
they redeem almost all the coupons
they gather.
Online promotions are the best
approach to word-of-mouth-driven
consumers
Retailers adopting word-of-mouth
marketing should focus on online
promotions and advertising because
word-of-mouth-driven consumers spend
more time online than other
consumers, according to Forrester
Research. Word-of-mouth-driven
consumers represent about 8% of the
online population.
Word-of-mouth-driven consumers earn
10% less than other online
consumers, and only 28% have a
college degree, far less than the
37% of other online consumers,
Forrester says. But 67% of the group
consider themselves so-called
technology optimists, compared to
57% of other online consumers, and
are as likely to have broadband and
have been online as long as other
online consumers.
To attract word-of-mouth-driven
consumers, retailers should employ
e-mail campaigns that allow them to
send offers for free samples to
friends; games, competitions or
music downloads tied in with
marketing in other channels; and
social shopping, Forrester says.
Word-of-mouth-driven consumers can
be profitable for web retailers—51%
have made a purchase online in the
past three months and they spend 9%
more than other online consumers,
according to Forrester.
Benefits of using coupons:
1.
Increase your Traffic - Introduce
business to new customers and
reminder to current base.
2. New Acquisitions and Repeat Sales
- Motivated to try a new product or
service.
3. Build Email List - Integrate
building email list via redemption
process.
4. Viral Marketing Efforts -
Encourage Word of mouth referrals by
coupon forwarding
5. Increase Customer Loyalty -
Builds stickiness and ongoing
relationship
6. Budget Control - Emailed coupons
are less expensive than direct mail.
