Coupon and deal sites tend to drive a lot of traffic. For some retailers, coupon sites will bring mostly new customers. For others, the same coupon site could deliver mostly existing customers.
In 2013, RetailMeNot said, “Coupon usage is ubiquitous.” They revealed that 93% of Americans shop with coupons with 29% of Americans using mobile coupons. Consumer shopping habits have most certainly changed over the years, with many consumers becoming more price-conscious and opting to purchase one brand over another if they are offered some sort of a discount coupon.
It’s important to make sure discounting fits into your overall brand strategy. Recent advancements in web conversion technology have turned coupons into real-time conversion content.
Racing to the bottom to become the “low-price” leader can have a disastrous effect if you’re not careful.
Use social media to promote coupons
Social media and digital campaigns are by far the easiest to track the uptake, spread and profitability on, which sees them gaining popularity with businesses. More importantly, they are easier for consumers to share, so their spread is wider with less effort by the business.
For your most popular items, simply tweet out coupon codes and append a hashtag for the keyword or brand name that is associated with these items:
of your product along with a short message regarding the promotion.
While pairing an affiliate campaign with a coupon strategy can have great benefits for a retail brand, these have to be implemented correctly in order to yield results.
While coupons were once looked at as a low rung consumer product come on, they’ve matured in the digital world and through efforts by Google and other online advertising mechanisms, coupons have matured into a sustainable and profitable staple.
Reduce your payout to coupon/sales/discount sites. This is what big programs run by the likes of ASOS, The Iconic and others are doing. Alternatively, you could take this a step further and ban coupon sites from linking to your website altogether.
Leverage search engine marketing
By bidding on ‘your company name + coupon’ and similar search terms in Pay-Per-Click advertising, you can control the use of company coupons and keep them out of the hands of coupon sites
Consider providing an approved coupon on your site in order to encourage purchasing behaviours and prevent users from leaving the site to search for discounts. Perhaps even try pre-filling the coupon field to encourage speedy conversions.