coupons, deals, and sales – oh my!
DESCRIPTION
From coupons and coupon codes to deals and vouchers, saving money is hot. This session will cover current trends, as well as the differences and opportunities they each provide. Experience level: Intermediate Target audience: Merchant/Advertiser Niche/vertical: Coupons Steve Schaffer, CEO, Vertive, LLCTRANSCRIPT
Deals, Coupons and Offers – Oh My!
Presented by:Steve Schaffer, Founder & CEO
Offers.com
January 13, 2013
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Steve Schaffer – Founder & CEO of Vertive, LLC
January 13, 2013Slide 2
• Founded Vertive in July 2003
• Moved to Austin in January of 2004 (after 17 years in Silicon Valley)
• 20+ years of Internet and marketing experience
• Initial president of the PMA
© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 3
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Outline
• Types• Facts• Tips
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
Deals, Coupons & Special Offers
January 13, 2013Slide 5
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Coupons & Deals are in the News Headlines
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 7
Coupons & Deals are COOL!People LIKE them
© 2003, 2012 Vertive, LLC Proprietary and Confidential
What are the types of discounts and how are
they different?
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 9
In Store and Local
© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 10
CPG (Consumer Packaged Goods)Grocery Coupons
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Printable CouponsConsumers can browse, print, and use
the coupons in the store
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 12
Local Vouchers
© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 13
Online
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Online CouponsDiscounts just for online purchases
January 13, 2013Slide 14
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Coupon Codes and Promo CodesA code that must be manually entered at
checkout
January 13, 2013Slide 15
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Free ShippingFree shipping coupons and coupon codes
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
DealsUsually a specific product deal, but can also be
a brand or category
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
Card-Linked OffersA shopping deal linked to the credit and debit
cards shoppers regularly use
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 19
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Source: Coupons.com 2012 study performed by Dr. Paul J. Zak
Coupons Make Consumers Happy & More Relaxed
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“Oxytocin, a hormone that is directly related to love and happiness, spikes when people receive a coupon. And, in fact, increases more than when people receive a gift. The data shows that coupons make consumers happier and more relaxed.”
© 2003, 2012 Vertive, LLC Proprietary and Confidential
63% surge in coupon redemption in 2011
Source: Coupons.org “The Coupon’s Comeback” Feb. 2012
January 13, 2013Slide 21
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Source: NCH Marketing Services, Inc. “NCH Annual Topline U.S. CPG Coupon Facts Report For Year-End 2011” Jan. 2012
$470 billion of coupon value was offered by consumer packaged goods (CPG) to U.S.
consumers in 2011- of which $4.6 billion
coupons were redeemed
January 13, 2013Slide 22
© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide23
The Top 5 Retailers in Total U.S. CPG Coupon Redemption Volume in 2011:
1. Walmart2. Kroger3. Walgreens4. Target5. Publix
Source: NCH Marketing Services, Inc. “NCH Annual Topline U.S. CPG Coupon Facts Report For Year-End 2011” Jan. 2012
© 2003, 2012 Vertive, LLC Proprietary and Confidential
About 75 million people, or 1/3 of the total Internet population,
buy goods online and have them shipped each quarter
Source: comScore “Online Shopping Customer Experience Study” May 2012
January 13, 2013Slide 24
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66% of consumers will use online coupons for at least 25% of their
purchases in the next year
Source: Forrester Research “The Impact of Online Coupons and Promotion Codes” Sept. 2011
January 13, 2013Slide 25
© 2003, 2012 Vertive, LLC Proprietary and Confidential
57% of consumers who used a coupon code during their last
online purchase said that if they had not received the discount, they would not have bought
the item(s)Source: Forrester Research “The Impact of Online Coupons and Promotion Codes” Sept. 2011
January 13, 2013Slide 26
© 2003, 2012 Vertive, LLC Proprietary and Confidential
52% of online consumers are likely to reconsider a brand they
haven’t used in a while after receiving a promotion offer for
that brand
Source: Forrester Research “Affiliate Marketing – The Direct and Indirect Value That Affiliates Deliver to Advertisers” June 2012
January 13, 2013Slide 27
© 2003, 2012 Vertive, LLC Proprietary and Confidential
32% of online buyers typically begin the online shopping process on affiliate sites
Source: Forrester Research “Affiliate Marketing – The Direct and Indirect Value That Affiliates Deliver to Advertisers” June 2012
January 13, 2013Slide 28
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Parents report 43% growth in plans to use online coupons for
50% or more of purchases
Source: Forrester Research “The Impact of Online Coupons and Promotion Codes” Sept. 2011
January 13, 2013Slide 29
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Using Coupons, Deals & Offers
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For Merchants
© 2003, 2012 Vertive, LLC Proprietary and Confidential
What is your goal?
• New customer acquisition
• Increase average order sizes
• Decrease user abandonment
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
Run the numbers
• Can you afford it
• Does it drive desired action
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Tracking & Attribution
• Would you have converted the sale “Data from comScore shows that 80% of
online shoppers have placed items in the shopping cart and left the site without making a purchase”
Source: comScore “Online Shopping Customer Experience Study” May 2012
January 13, 2013Slide 33
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Expiration Dates
• Safety
• Drives urgency
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 35