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Should You Offer Coupons to Customers?

by Simon Horton  |  
September 24, 2014

Many marketers consider coupons to be an unnecessary drain on a brand's resources and steer clear of them entirely.

Some brands avoid coupons because they negate the brand positioning and have little or no impact on their bottom line. Luxury brands come under this school of thought.

By and large, however, most brands succumb to the fast returns that coupons offer and use them extensively as part of their marketing strategy.

After all, most people like a good discount. In a recent study, 4 out of 5 shoppers stated they regularly use coupons for their shopping.

Are these brands indulging in quick-fix marketing or is there a deeper reasoning behind adopting coupons as a regular tactic? If coupons and deal-seeking behavior are so deeply ingrained in the psyche of users, does that mean that brands have become irrelevant in the chase for the deepest discount? Is loyalty dead, as is predicted by some experts?

Let's find out.

Types of Coupons

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Simon Horton is founder of, a hosted shopping cart store add-in.

LinkedIn: Simon Horton

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