Some of the basic truths that marketers hold dear are proving to be subject to some fluctuation in results. The issue of closing the sale when it comes to coupon use is a good case in point.

In general, marketers believe that when you hold a sale or offer any other kind of inducement to purchase such as a coupon, you need to make that offer time-limited so that you encourage the buyer to act and you can evaluate the effect of the tool. The longer a tool remains available, the more that its effectiveness can be increased or decreased by other factors.

Interestingly, this particular truism seems to be less useful when it comes to coupon use online. ICOM, a division of Epsilon Targeting conducted a survey of U.S. coupon usage and discovered that an expiration deadline of less than six months misses the 34% of redemption that occurs between six and twelve months.

They found that Canadians miss 64% of coupon uses for coupons that expire with less than nine month duration. The most likely explanation is that, as consumers become busier, it is more difficult to organize and act on coupons.

For many people, coupons are obtained then placed in a location to be used at a later date. It may take several rediscoveries before the availability of the coupon coincides with an opportunity to use that coupon. For online retailers, when you think about the amount of business you may be missing, it makes sense to exercise patience with coupon strategy.

Even though there is a considerable problem with redemption, online coupons are gaining. According to coupon processor Inmar, 13% of online coupons were redeemed in 2009, versus only a 1% redemption rate for print coupons, suggesting that when a purchaser seeks out an online coupon, it is an indicator that there is an intent to buy. Of course, even though online coupons are growing rapidly, showing a 140% growth rate over 2007s previous high, they still represent only 1% of the 2.6 billion coupons offered annually in the US.

Most people still find coupons by clipping from Sunday inserts, clipping store or manufacturer coupons and even using coupons from receipts and on product packaging. Only twenty-nine percent of consumers surveyed identified online as a source for coupons. Is there a way for online retailers to boost their showing?

Since you know that people like coupons and respond well to them, you might try a coupon offer as part of your pay per click campaign. The coupon offer may be prescription cialis generic enough for a potential consumer to click on your ad. Once the coupon has been found, the data suggests that there is a higher likelihood of use. It makes sense to attract potential customers during their searches and move them from being in simple search to being incentivized to buy.

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Category: Business/Sales
Keywords: advertising, sales, coupons, wholesale, dropshipping, dropshippers, suppliers, marketing