Being immersed in the online world, we easily saw the benefits of offering coupons online. For one, it makes it easy for consumers - they are already on your website so why not give them a coupon instead of making them hunt through the enormous Sunday paper? There are a slew of other reasons (encourage consumers to take the next step after viewing your products online, keep up with competitors, provide value to your consumers, etc.).
So the point is, I'm not surprised that Coupons, Inc. would acquire Boodle.com because Boodle is doing a great thing. What really caught my eye was this stat that the article mentioned:
While the redemption rate from offline coupons is under 1% ... the rate for coupons that consumers choose to print from the Web is around 17%.
That is an amazing increase in the redemption rate when moving to the online space. And that shift ultimately amounts to better use of the marketing budget for the clients. Instead of spending x amount of dollars to distribute y amount of offline coupons, where only 1% of the recipients will use them and thus become familiar with the brand, the client can now spend less money on distribution (by just posting the coupons on their own website) and reallocate the extra funds to now cover the redemption costs. That means that a larger percent of the budget is being spent on actual consumers as opposed to potential consumers.
Just add it to the list of why we're happy to recommend this solution to our CPG clients.
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