guarantee more margin with digital coupon strategy that works
DESCRIPTION
Use coupons on high margin products Use “X% off when you spend $Y” where $Y is 50% greater than your average transaction value Use coupons for up selling Plan for your coupons to go viral Ensure your online checkout can reject inactive coupons Set expiry dates and unique identification to measure redemption Always include Terms & Conditions for coupon useTRANSCRIPT
Consumers Coupons
Coupon searches in Google insights
Coupon growth in AU has risen significantly since GFC
38% of coupon users earn $80K+ per year
22% of individual earn $100K+ per year
More affluent households dominate coupon usage: 38% of “super heavy”users and 41% of “enthusiasts” come from households with incomes greater than $70,000
Affluent Consumers Use More Coupons (USD)
Households with income of $100,000and up were the primary drivers of coupon growth in 2009.
Affluent customers use more coupons
Use coupons on high margin products
Lenovo 15% off when you spent $1200
Results
Coupon AOV was $12XX
Non Coupon AOV was $6XX
Sales increased by2%
Revenue increased 43%
Average Transaction Value for Dell $100M+ sales over 3 years
Coupons deliver higher 30% higher Average transaction value than all other channels for Dell
Coupons Display Banners Email CRM PPC Search$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
ATV for Different Channels
2009 2010 2011 2012
Use “X% off when you spend $Y” where $Y is 50% greater than ATV
Use coupons for up selling
Plan for your coupons to go viral
Ensure your online checkout can reject inactive coupons
Set expiry dates and unique identification to measure redemption
Always include Terms & Conditions for coupon use
dgm exclusive coupon rules
Use coupons on high margin products
Use “X% off when you spend $Y” where $Y is 50% greater than ATV
Use coupons for up selling
Plan for you coupons to go viral
Ensure your online checkout can reject inactive coupons
Set expiry dates and unique identification to measure redemption
Always include Terms & Conditions for coupon use
Don’t use coupons on your volume drivers