THE BENEFITS OF COUPONING
Far from being an old fashioned or out-of-date marketing tool, the role of coupons has changed in recent years as a result of market developments and new capabilities.
As an excellent strategic tool, coupons can offer a promotional discount to incentivise consumers to your brand rather than eroding long-term margins and undermining your product or category. They can be used to:
- Increase penetration
- Encourage loyalty
- Introduce new products
- Attract new customers
- Enter a new market
- Support your product at point of sale
- Draws attention to the product / brand
- Counters competitor activity
- Encourages repeat purchase & brand loyalty
- Reduces excessive stock levels
- Trade up to a premium brand or larger size
- Cushion impact of price increase
- Shape consumer behaviour
- Quick and easy to arrange
- Trackable
- Versatile
- Good basis for data collection
- Consumers like using coupons
