E-Coupons Engage Customers Beyond Discounts

January 11th, 2007

Lisa Bradner

With contributors:

Shar VanBoskirk , Chloe Stromberg , Tenley McHarg

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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