In the Research Brief that was published this morning, an Online Shopper Intelligence survey indicates that in addition to being a good deal for the consumer, online coupons can provide more than one form of benefit from the retailer, too.
People who used a coupon code during their online transaction indicated that they were more satisfied with their purchase than folks who did not use a coupon. Further, 57% of coupon users said they would not have purchased an item if they had not had the coupon. And finally, coupon users spent more, overall, than people who were not using a coupon.
Click here to see the Research Brief story.
Implications: Does it make sense for your company to consider offering coupons at your website (or elsewhere on the web)? Among other things, this piece of research suggests that people would not have “made the purchase anyway.” So companies who use online coupons aren’t necessarily giving away margins they would have had, anyway. (Although, I’m sure that possibility varies greatly by category and company.)
Mike Anderson
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