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Consumers   Coupons
Coupon searches in Google insights




 Coupon growth in AU has
 risen significantly since
 GFC
Affluent Consumers Use More Coupons (USD)


38% of coupon users earn        More affluent households dominate
                                coupon usage: 38% of “super heavy”


$80K+ per year                  users and 41% of “enthusiasts” come
                                from households with incomes greater
                                than $70,000




22% of individual earn          Households with income of $100,000
                                and up were the primary drivers of


$100K+ per year
                                coupon growth in 2009.
Affluent customers
use more coupons
Source: http://www.revtrax.com/press-release.php
Guarantee more margin with digital coupon strategy that works
Use coupons on high
margin products
Guarantee more margin with digital coupon strategy that works
Guarantee more margin with digital coupon strategy that works
Guarantee more margin with digital coupon strategy that works
Lenovo 15% off when you spent $1200

Results

Coupon AOV was $12XX

Non Coupon AOV was $6XX

Sales increased by2%

Revenue increased 43%
Guarantee more margin with digital coupon strategy that works
Average Transaction Value for Dell
$100M+ sales over 3 years
                    ATV for Different Channels
 $1,400

 $1,200

 $1,000

  $800

  $600

  $400

  $200

    $0
          Coupons    Display Banners                Email CRM   PPC Search

                          2009     2010   2011   2012




 Coupons deliver higher 30% higher Average
 transaction value than all other channels for Dell
Use “X% off when you
spend $Y” where $Y is
50% greater than ATV
Use coupons for up
selling
Guarantee more margin with digital coupon strategy that works
Guarantee more margin with digital coupon strategy that works
Plan for your
coupons to go viral
Guarantee more margin with digital coupon strategy that works
Ensure your online
checkout can reject
inactive coupons
Guarantee more margin with digital coupon strategy that works
Set expiry dates and
unique identification
to measure
redemption
Always include Terms
& Conditions for
coupon use
Guarantee more margin with digital coupon strategy that works
dgm exclusive coupon rules


Use coupons on high margin products

Use “X% off when you spend $Y” where $Y is 50% greater than ATV

Use coupons for up selling

Plan for you coupons to go viral

Ensure your online checkout can reject inactive coupons

Set expiry dates and unique identification to measure redemption

Always include Terms & Conditions for coupon use
Guarantee more margin with digital coupon strategy that works
Don’t use coupons
on your volume
drivers

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Guarantee more margin with digital coupon strategy that works

  • 1. Consumers Coupons
  • 2. Coupon searches in Google insights Coupon growth in AU has risen significantly since GFC
  • 3. Affluent Consumers Use More Coupons (USD) 38% of coupon users earn More affluent households dominate coupon usage: 38% of “super heavy” $80K+ per year users and 41% of “enthusiasts” come from households with incomes greater than $70,000 22% of individual earn Households with income of $100,000 and up were the primary drivers of $100K+ per year coupon growth in 2009.
  • 7. Use coupons on high margin products
  • 11. Lenovo 15% off when you spent $1200 Results Coupon AOV was $12XX Non Coupon AOV was $6XX Sales increased by2% Revenue increased 43%
  • 13. Average Transaction Value for Dell $100M+ sales over 3 years ATV for Different Channels $1,400 $1,200 $1,000 $800 $600 $400 $200 $0 Coupons Display Banners Email CRM PPC Search 2009 2010 2011 2012 Coupons deliver higher 30% higher Average transaction value than all other channels for Dell
  • 14. Use “X% off when you spend $Y” where $Y is 50% greater than ATV
  • 15. Use coupons for up selling
  • 18. Plan for your coupons to go viral
  • 20. Ensure your online checkout can reject inactive coupons
  • 22. Set expiry dates and unique identification to measure redemption
  • 23. Always include Terms & Conditions for coupon use
  • 25. dgm exclusive coupon rules Use coupons on high margin products Use “X% off when you spend $Y” where $Y is 50% greater than ATV Use coupons for up selling Plan for you coupons to go viral Ensure your online checkout can reject inactive coupons Set expiry dates and unique identification to measure redemption Always include Terms & Conditions for coupon use
  • 27. Don’t use coupons on your volume drivers