January 11, 2007

E-Coupons Engage Customers Beyond Discounts

by Lisa Bradner

with Chloe Stromberg, Shar VanBoskirk, Tenley McHarg

Executive Summary (This is a document excerpt)

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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