In theory, coupons are a win/win: they’re a great way for smart shoppers to stretch their dollar to the max, and an effective way for businesses to attract new customers and build the loyalty of the ones they already have. But online discounts work differently than the print coupons found in newspapers and brick-and-mortar stores. If used incorrectly, they can actually discourage customers from buying. It’s important to fully understand the ins and outs of online coupons before offering them in your eCommerce store.
According to a recent report from Interpublic Group, online searches for coupons have increased by 58 percent in the last year alone, a spike that’s most likely spurred by the current economy. But not all of these coupons are being used – and those that are may actually be hurting the businesses that offer them.
For online businesses, there is a serious downside to coupons: they remind customers that better offers may exist, and can result in cart abandonment, wasted marketing efforts, lower customer and order values, and a loss of income on discounted products. To prevent lost sales and protect your bottom line, web coupons must be promoted in a whole new way.
Read more


