How to Design Effective Coupons

From the classic printed newspaper insert, to digital deals, to apps discussing lifestyle enhancers on smartphones—coupons are everywhere. Distributing coupons prior to a product launch helps familiarize consumers with new merchandise, especially for value-conscious shoppers. New research shows that during a new product release, digital coupons increase awareness. For the products tested, the brand recall rose 36.3 percent for food; 11.9 percent for household and 7.2 percent for beverage.

In terms of customer behavior, Coupons.com research revealed that 59 percent of people browsing online coupons plan to visit a grocery store within two days and 43 percent plan to shop within the next 24 hours. Some 51 percent of consumers who rely on coupons admit to using them more today than they did five years ago, according to results of the Shopper Trend Report from RetailMeNot. According to a research by Gfk, digital coupon users spend 42 percent more annually than average shoppers—up by 7 percent as compared to 2011.

Let’s look at some basic rules for designing coupons that produce better results:

Present offers that create excitement:

Your coupons will inspire purchases if they feature deals with real value. Today’s savvy consumers can immediately determine if your coupons are worthwhile. Use a specific hook while planning, such as:

• Tie deals to occasions (e.g., 2-for-1 for movie nights, discounts on prom dresses, etc.)
• Highlight seasonal deals (e.g., basketball court marking kits around NBA season, etc.)
• Target specific products (e.g., sleepwear at 50 percent off, wool scarves, etc.)
• Make offers around holidays (e.g., Easter sales, etc.)

Coupons.com offers sports movies as an interesting alternative in the summer when it’s too hot to be outside for long periods of time or bad weather takes over.

 

 

Choose headlines that are direct and targeted:

Because they have so many options and are constantly barraged by ads, consumers have little or no patience. Use your headlines to grab attention. Give them maximum prominence in coupons, as they will encourage customers to read more. Drive home what people stand to save or how they will benefit by from your offers. Product information alone does not do the trick.