The Consumer Cries, “Coupon!”How Will You Answer?<br />Kim Riedell, VP Client Development East, Commission Junction<br />M...
How Loud is the Cry? <br />
How Loud is the Cry? <br />
How Popular Are Coupons? <br />TheFind.com began tracking search results for sale and coupon products…<br />30% increase<b...
How Popular Are Coupons? <br />Internet Retailer, May 12, 2009<br />
Emerging Trends: Coupon/Deal Sites<br />Visitation to coupon sites continues to grow in this tough economic environment<br />
How Popular Are Coupons? <br />
Growth Year Over Year<br />Increase in economy related search terms, 2008 vs 2009<br />
What about Commission Junction? <br />
How Did We Get Here?<br />10<br />
The Perfect Storm…Or Opportunity?<br />
Turning Opportunity Into Profit<br /><ul><li>Embrace The Situation
Dispel The Myths
Think Strategically
Get in the Game</li></li></ul><li>Embrace the Situation<br />Online shoppers are changing the overall retail economy.<br />
Dispel The Myths 	<br />Myth #1: “You Can’t Control Coupons”<br /><ul><li>Plan for success!
Add negative match language to search policy
Limit redemptions
Purchase thresholds
Beware coupon stacking</li></li></ul><li>Dispel The Myths 	<br />Myth #1: “You Can’t Control Coupons”<br />“My Coupon Went...
You still have control</li></li></ul><li>Dispel The Myths 	<br />Myth #2: “Coupons Damage My Margins”<br /><ul><li>Coupons...
Choose higher margin items for coupons
Use coupons to clear out inventory
Use custom codes and links
Limit coupon distribution, create an exclusive
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The Truth About Coupons

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The current economy and the sophistication of online shoppers has created the “perfect storm” for online coupons. Come see how they can be effective for your program.

Michael Ouellette, Director, Publisher Development, Commission Junction
Kim Riedell, Vice President, Client Development – East, Commission Junction

Published in: Business, Technology, Design
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  • Make the point that this is NOT about CJ—it’s about the consumer demanding the criteria they need to continue shopping. The adv and pub can disagree or get on board and profit!
  • Make the point that this is NOT about CJ—it’s about the consumer demanding the criteria they need to continue shopping. The adv and pub can disagree or get on board and profit!
  • Needs to be fixed to look prettier. Maybe just the % without words?
  • Needs to be updated with 2009 data—use Jess’s slide #5
  • Shawn…the request on this slide is that the light blue line animate in after the bar chart displays. So, the presenter would first talk about the bar data and then click to have the lighter blue line (or whatever color you want to make it) animate in on top.
  • Based on a sample of 540 coupon/deals publishers that we have identified in the network, the YoY growth in commissions earned for 2008 compared to 2007 for “same store” publishers is 34%.Do we have any 2009 data?
  • Remove all text except first line.Can we add a graph or pictures—we can discuss.Search volume using terms relating to the economy has ballooned over the past year as Americans have become increasingly concerned over their economic wellbeing
  • This link is available when you drill down on the “manage publishers” link in the CJ Account Manager on the pub detail page.
  • “Be the customer” and walk through your purchase process. Is it friendly? Does it work? How many clicks to purchase?What are you doing with all of your traffic from this coupon? Are you giving your visitors a reason to come back to your site, PAST the coupon? Reviews? Content? A purchase experience so pleasant they’ll come back even without a coupon? Monetize all that traffic…don’t “waste” it…
  • The Truth About Coupons

    1. 1. The Consumer Cries, “Coupon!”How Will You Answer?<br />Kim Riedell, VP Client Development East, Commission Junction<br />Mike Ouellette, Director Publisher Development, Commission Junction<br />
    2. 2. How Loud is the Cry? <br />
    3. 3. How Loud is the Cry? <br />
    4. 4. How Popular Are Coupons? <br />TheFind.com began tracking search results for sale and coupon products…<br />30% increase<br />How often search results for sale and coupon were viewed compared to other search terms <br />--Siva Kumar, CEO of TheFind.com<br />
    5. 5. How Popular Are Coupons? <br />Internet Retailer, May 12, 2009<br />
    6. 6. Emerging Trends: Coupon/Deal Sites<br />Visitation to coupon sites continues to grow in this tough economic environment<br />
    7. 7. How Popular Are Coupons? <br />
    8. 8. Growth Year Over Year<br />Increase in economy related search terms, 2008 vs 2009<br />
    9. 9. What about Commission Junction? <br />
    10. 10. How Did We Get Here?<br />10<br />
    11. 11. The Perfect Storm…Or Opportunity?<br />
    12. 12. Turning Opportunity Into Profit<br /><ul><li>Embrace The Situation
    13. 13. Dispel The Myths
    14. 14. Think Strategically
    15. 15. Get in the Game</li></li></ul><li>Embrace the Situation<br />Online shoppers are changing the overall retail economy.<br />
    16. 16. Dispel The Myths <br />Myth #1: “You Can’t Control Coupons”<br /><ul><li>Plan for success!
    17. 17. Add negative match language to search policy
    18. 18. Limit redemptions
    19. 19. Purchase thresholds
    20. 20. Beware coupon stacking</li></li></ul><li>Dispel The Myths <br />Myth #1: “You Can’t Control Coupons”<br />“My Coupon Went Viral…Now What?!”<br /><ul><li>The benefits of viral
    21. 21. You still have control</li></li></ul><li>Dispel The Myths <br />Myth #2: “Coupons Damage My Margins”<br /><ul><li>Coupons are not an “all or nothing” option
    22. 22. Choose higher margin items for coupons
    23. 23. Use coupons to clear out inventory
    24. 24. Use custom codes and links
    25. 25. Limit coupon distribution, create an exclusive
    26. 26. Use vanity codes</li></li></ul><li>Dispel The Myths<br />Myth #2: “Coupons Damage My Margins”<br /><ul><li>“Large home and garden retailer” and “large women’s retailer” both used coupon strategies to not only meet their margins, but wildly exceed them.</li></li></ul><li>Dispel The Myths<br />Myth #3: Coupons Cheapen the Brand<br /><ul><li>Holiday ‘08 changed the landscape
    27. 27. Even high end stores are in the game
    28. 28. Must have a strategy to play</li></li></ul><li>Dispel The Myths<br />Myth #4: “The consumer would have made the purchase anyway”<br /><ul><li>Create the urgency to purchase
    29. 29. Use expiration dates and redemption limits
    30. 30. Coupons close the deal in a reluctant shopping environment</li></li></ul><li>Dispel the Myths<br />Myth #5: Coupons Don’t Create Long-term Customers<br /><ul><li>Coupons create customer engagement
    31. 31. Customers love the “treasure hunt”
    32. 32. Loyalty over time</li></ul>--eMarketer, January 5, 2009<br />
    33. 33. Think Past the Coupon<br />Does your user look like this?<br />Or this?<br />
    34. 34. Think Past the Discount<br /><ul><li>It’s not just a discount strategy
    35. 35. New customer acquisition
    36. 36. Some of the coupon traffic sticks</li></li></ul><li>Are You Ready to Get in the Game? <br /><ul><li>Develop your strategy
    37. 37. Give your users a reason to come back
    38. 38. Develop long-term advertiser relationships
    39. 39. Develop your strategy
    40. 40. Debunk the myths for your business
    41. 41. Realize it’s more than just a discount</li></li></ul><li>Questions and Answers<br />
    42. 42. Thank You For Attending!<br />

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