What is couponing?
“The term couponing refers to a promotion technique based on discount coupons. These coupons are distributed on the internet (e-coupon), in a shop (coupon in store), by the press (paper coupon) or via a smartphone (M-coupon). They allow consumers to benefit from a tk maxx discount code, free delivery, a free gift…. Merchants take the opportunity to boost their traffic. “As an extension of our article on m-couponing, it is interesting to also present traditional couponing.
Couponing is a promotional technique based on the use of discount coupons (classic or virtual). Coupons allow buyers to benefit from an exclusive discount (in percentage or in monetary value). They also give you the benefit of free delivery, a refund offer, additional services, a gift … Traffic “booster” for merchants and an opportunity to buy cheaper for consumers, these coupons are distributed on the internet, in a point of sale, by the press (newspaper or magazine), by post, via mobile or on the packaging of certain articles.
What are the advantages to benefit from the reduction coupons?
The reduction coupon allows the consumer to obtain a discount on the final price of the order, on a product or on a given product category. This can be a percentage reduction (eg a 20% discount with or without a minimum purchase) or a monetary reduction (eg a € 30 discount with or without a minimum purchase). The promotional coupon may also entitle him to free delivery or a discount on shipping costs, a refund offer, additional services or gifts.
3 Types and Forms of Reduction Coupons
1. Classic discount coupons
Paper coupon
This term refers to a paper medium. To take advantage of it, simply present the coupon during checkout. The description and the expiry date of the offer are indicated on the coupon.
Coupon in store (immediate and deferred)
This term refers to coupons offered or made available to the customer in a shop / store for immediate or deferred use. In the case of immediate use, the consumer can redeem the coupon directly at the checkout with the products concerned. As for deferred use, the benefits linked to coupons will be offered on the next purchase at the same point of sale or at one of its partner establishments.
In the coupons in store category, we can mention:
- the on-pack coupons : on the packaging of the article concerned
- those offered at the entrance or during a commercial event;
- the coupons presented on the coupon blocks : a block of coupons intended for the same item and offered to consumers in self-service in the store;
- Those offered to customers during checkout (coupons at checkout).
The practice of couponing is not a recent practice (see our history of couponing), Ellen Pierson says that it is a sales promotion technique based on the delivery of a paper coupon to the customer so that the latter goes to the store. And uses the coupon to purchase a product.
The advantages of couponing
- easy to implement
- cheap
- allows the customer to go to the store
- allows loyalty
- strong interest from consumers
- Benefits of couponing for the advertiser
- immediate impact on sales
- no modification of the sale price
- helps to highlight a product
- create store traffic
- accelerated product rotation
- flexible tool
- What kind of coupons?
- reduction percentage
- additional product offered
- good buy
- gift with purchase
Advantage from a purchase amount
- Couponing distribution methods
- use a sales facilitator
- distribution of flyers
- Direct marketing
- newspaper
- receipt
- packaging
- by email asking to print the coupon
- The long-term results of the couponing
- boost your sales and therefore your turnover
- retain your customers
- win new customers
- increase the recipe of the average basket
Tips for your coupons
- make the voucher easy to use
- consider this tool as a link in your promotional campaign, it must be associated with other tools
- avoid too frequent campaigns in order to create a desire among consumers
- target customers who might be interested
- propose an interesting and adapted offer
- distribute your coupons through specialized websites
Discount coupons are one of the levers frequently used by companies for promotion and loyalty programs. However, this practice is in the process of being renewed strongly with the appearance of m-coupons due to the boom in the use of smartphones. The advantage being, compared to normal coupons, that the consumer can store a set of coupons in the same place and makes it easier to move around the store.
Discount coupons are both a promotional tool and a relational tool that make it possible to build loyalty but also to convey word of mouth. Indeed, if the promotion is interesting, we will tend to talk about it around us to share it with everyone.