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For Interactive Marketing Professionals

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January 11, 2007

E-Coupons Engage Customers Beyond Discounts

by Lisa Bradner

with Chloe Stromberg, Shar VanBoskirk, Tenley McHarg

This is an excerpt

Executive 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.

This is an excerpt

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RESEARCH CATEGORIES

Technology

eBusiness/eCommerce, Business-To-Consumer eCommerce, eBusiness/eCommerce Best Practices, Marketing & Advertising, Brand Management, Brand Tactics, Interactive Marketing, Brand Strategy

Industry

Consumer Packaged Goods, Consumer Packaged Goods Marketing, Retail, Consumer Retail & CPG

Geography

Asia Pacific, Europe, North America