Length: 7 pages  
Lisa Bradner January 11, 2007
E-Coupons Engage Customers Beyond Discounts
by Lisa Bradner
with Chloe Stromberg, Shar VanBoskirk, Tenley McHarg

This is a document excerptEXECUTIVE SUMMARY

Half of coupon users who go online use Web coupons as well. Although these e-coupon clippers tap more sources and consume more coupons than their offline-only brethren, they are still valuable marketing targets. They make more money, shop online more, and talk about new products with peers more than offline coupon users do. To effectively tap into the value of e-coupon users, brand marketers must treat e-coupons as part of customer conversations, rather than as drivers of ad hoc transactions.

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Analyst: Lisa Bradner
Technology: Brand Management, Brand Strategy, Brand Tactics, Interactive Marketing, Marketing & Advertising
Industry: Business-To-Consumer eCommerce, Consumer Packaged Goods, Consumer Packaged Goods Marketing, Consumer Retail & CPG, eBusiness/eCommerce, eBusiness/eCommerce Best Practices, Retail
Geography: North America
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Original air date: Monday, March 10, 2008
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