Implementing a Successful Coupon Strategy

Affiliate Summit East 2010
implementing a successful coupon strategy
Travis Cox
eCommerce Manager, ICON Health & Fitness

Agenda
Why have a coupon program?
Implementing a successful coupon program?
Why exclusive?
The problems and concerns to be aware of with an exclusive coupon program
Review
Questions

Why have a coupon program?
It’s one of the advantages you have selling online
Increases conversion
Converts customers who are on the fence
Appeals to the “deal seekers” who only purchase if they get some type of deal
Allows you to always have some type of sale, without throwing away margin

Implementing a successful coupon program
No Codes!
Be exclusive – only 1 or 2 trusted affiliates
Monitor phone operators
Let affiliates bid on coupon related branded keywords
Monitor coupon sales
figure how much of a percentage of sales you want coming from coupons (advantage of being exclusive)

Why Exclusive
Cleans up natural and paid search
Helps conversion
Easier to manage and control
Sales aren’t dominated by coupon sales
Coupons are typically only found by those actively seeking them.

Problems and concerns to be aware of
Up set affiliates
The use of old, out dated coupons
Phone operators offering them to everyone
The amount of coupon sales

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Implementing a Successful Coupon Strategy

by Affiliate Summit on Aug 23, 2010

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