Convenience and speed
Internet coupons have struck a chord with consumers. The instant gratification of being able to quickly print off a coupon combined with their interactive qualities make them one of the rising stars of the coupon world.
Already redemption rates have hit 1% of the total number of coupon redeemed annually, and there’s massive benefits to be gained by using them. For example:
- Cost-effectiveness –there’s no postal or printing costs so bigger campaigns can be planned within the budget
- Access to a younger audience
- Access to new coupon users who are not traditional couponers
- One-to-one relationship building in consumers’ homes
- Strong brand identity and loyalty when coupons are linked to an issuer’s website
- Quick to reach their target audience in a variety of flexible ways
- Results can be obtained in real-time
- A trackable, measurable return on investment
- Consumer insights can be gathered before the coupon is ever redeemed
With benefits like those, there’s no doubt internet couponing will grow. The question is how big will it grow, how fast and what new methods of coupon distribution will emerge?
Well, that depends on mitigating the risks
Being able to print at home is a problematic aspect of Internet couponing, as it opens avenues to potential fraud. However this is fast becoming less of a problem as companies like Valassis work hard to develop
security measures to foil fraudulent activity and protect their customers.
There’s no doubt some coupon issuers get their fingers burned every now and then. However, thanks to high levels of dedicated anti-fraud activity from industry champions like The Institute of Sales Promotions and Valassis, the opportunities available to fraudsters are dropping fast.
This is also due in no small part to our customers taking our advice on
coupon design and
campaign planning, both of which are tailored to minimise the risk of
misredemption and
fraud.
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