Here’s a thought.
January 26, 2014 by Auntie Kate of Too Good to be Threw
Deal indifferents make up the largest segment of the population, almost 30 percent of adults, and are unlikely to change their behavior because of a deal. …Because they do not care if they get a deal, marketers who employ a “mass-couponing” strategy will waste valuable resources on this sizable group and miss out on profits they could have otherwise kept.
Read the article, then comment below.
Are you discounting when you don’t have to? How about those resale shoppers who head straight to your $5 rack… how can you get more out of them? How about those who will take a deal if you offer it, but really, it makes no difference to their decision? More here on a survey of 25,000 shoppers.
Are you breaking your neck… and your profit picture… in vain?
Like this:
Like Loading...
Related
Auntie Kate The Resale Expert 
Interesting info! I am going to print this out and keep it handy to help me with figuring out promotions and ads. Funny–the “deal rejector” fits my husband perfectly–he hates to shop and will buy the first thing he likes regardless of the price–he drives me nuts!
LikeLike
We learned a long time ago that “mass-couponing” did not pay off. Today we offer coupons only to our email list and new walk-in customers (those who buy only) for their NEXT visit ( a nice way to say thanks for visiting). Email coupons have proven to motivate our customers to come in even though the great majority of them don’t even use the coupon! I guess we’ve learned that coupons are just another method to remind our customers to drop in.
We found the same thing is true with sales. We have frequent sales which we promote with email and social media. The sales have always been very successful and are an important part of our stores success (we’ve been here 16 years)! However, like coupons, we find that 80% of our sales are from non-sale items!
I guess the lesson is that coupons and sales may not yield the expected results (in terms of coupon redemption or sales of sale merchandise) BUT do pay big dividends in overall sales and profits!
LikeLike
Very “thoughtful” (pun intended) reply, Mary! I like the guidance you provide, that ” coupons are just another method to remind our customers to drop in”… a little note in their lunchbox, in a way!
LikeLike