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Survey – coupon users spend more

Posted by Michael Bloch in web marketing (Saturday June 12, 2010 )

One-third of online shoppers polled in a recent survey said they generally use coupon sites while shopping online.

According to Compete’s Online Shopper Intelligence Survey, 35 million consumers visited coupon sites in April 2010, up 5 percent from April 2009.

Over half those surveyed who used a coupon during their last online shopping purchase said that if they had not received the discount, they would not have made their purchase.

An aspect I had never considered that emerged from the survey – coupons build goodwill, which contributes to a more satisfying shopping experience. It seems that coupon shoppers are happier online shoppers.

Coupon-toting consumers are also more likely to buy from the retailer again when compared to those who did not use a coupon.

Coupons also encourage spending. Consumers surveyed who used a coupon spent almost twice as much as those who did not.

The case for using coupons as a powerful marketing tool keeps getting stronger and I still think they are often a better approach than a broad percentage based discount offer; i.e. the traditional “sale”. Coupons are a more of a “prize”, an achievement for the shopper, a quarry captured in an online shopping hunt.

You don’t have to post your coupons all over the place either or make online shoppers hunt for them. Even advertising them solely on your site will work well; and if you request an email address in order for the person to get the coupon code; even better – you now have an additional name on your marketing list.

Coupons aren’t difficult to integrate into your online business, most good shopping carts already include this feature. If yours doesn’t, push the vendor to offer that feature – or look for another shopping cart software package. Without coupons, you’re likely missing out on a bunch of sales.

Learn more about coupon marketing

Read more of the Compete survey


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