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Using Coupons or Vouchers

 

DisciplinesMarketing > Pricing > Using Coupons or Vouchers

Description | Example | Discussion | See also

 

Description

When selling, an alternative to giving discounts is to give away coupons or vouchers that are required in order to gain discounts.

Ways of using coupons include:

  • Giving away coupons when making sales, to encourage return purchases.
  • Giving away coupons as a part of marketing, for example in magazine inserts and flyers.
  • Giving coupon codes online, possibly after requesting email and other data.
  • Only allowing one coupon to be used for a given discount.
  • Allowing multiple coupons to be used with a cumulative effect (especially low-value coupons).

Example

A retail store gives coupons that are proportional in value to goods purchased. Regular customers save these up and buy themselves 'gifts'. The retailer encourages this with a 'coupon treat yourself' range.

A beer retailers gives away lots of coupons in a promotion for a new type of beer, thereby encouraging customers to try to the beer.

Discussion

While coupons are just discounts by another name (and deferred at that), they can be very popular as they give the impression that the customer is getting something that is not only free. They also imply that other people cannot easily get this discount and thereby gives the customer a sense of exclusivity that suggests an increase in status.

Coupon collecting can become a form of obsession, where people put effort into collecting them and then enjoy the ritual at checkout of pulling them out to claim their 'prize' of a discount or even free goods. People may even not use them as the anticipated pleasure of keeping them can feel greater than the momentary pleasure of using them.

See also

Discounting

 

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