If you are hit in the head by a UFO while walking on the road, chances are it is a group buying website: coupons are currently the most popular business model on the Internet.
So what do we need to pay attention to in the next era of coupons?
10. There are two types of shoppers: planned and impulsive.
Planners spend time planning their shopping lists, checking product promotion catalogs, looking for coupons on coupon websites, and then cutting them up at home. Impulse buyers are more likely to make purchases while in a store.
These two types of people decide in different places, the former at home and the latter at shopping points. Impulse buyers need advertising or promotional information to become interested in a product.
9. Brand strategies for each type of buyer are different: loyal, converted, and unclassified users
Loyal type: Encourage loyal users to continue to buy, maybe "buy two, get one free" is a good idea.
Conversion: Conversion buyers are more price-sensitive, so being a few cents cheaper than your competitors will catch their attention and make them your customers.
Uncategorized: Offering product trials will motivate people to continue using your product.
8. Premium brands need to pretend they’re not discounting
In the eyes of consumers, high prices represent high quality, and high-end brands need to think twice before discounting and target the elite market through promotional means. Luxury goods companies often succeed by providing high-quality free samples and cultivating a high-end image and taste.
7. Launch a promotion model based on the product cycle
Each product has its own shelf life, so companies need to consider when and how to reach their target customers.
6. Consumer positioning: Tailor-made products and targeted medicines
Positioning is a double-edged sword: you don’t want to lose the opportunity to expand your market by being too precise. But there are still some products, such as septic tank cleaners, that are better suited to the direct sales model.
Don’t market positioning too narrowly; if you don’t see toilet paper information on consumers’ Safeway supermarket membership cards, it doesn’t mean they don’t buy toilet paper. They may buy toilet paper in other supermarkets.
5. The level and facts of the cashback rate
When a company launches a coupon campaign to build awareness, the cashback rate is usually relatively low (0.5-1%). Consumers will remember coupon promotions, so even if they’re not impressed, they’ll still buy your product.
4. All promotions must be rewarded
If you want to get something back from consumers, giving them a coupon for a latte while they're in line at Starbucks is like having an extramarital affair. If consumers can get a discount without any effort, the company will gain nothing from the discount and will not help change user behavior.
3. All-round marketing
With current technologies such as QR codes, you can interact with users in a variety of ways. Whether they are at home, out and about, or in a store, it is a battlefield for brand penetration.
2. Constructing a monetary system: virtual currency and real money
With virtual currencies you can change your plans at any time, but if you use cash coupons you first need to have the necessary infrastructure and security measures in place before you can conduct financial transactions.
1. Quick victory
If you want consumers to abandon their purchase, just make the payment process complicated, take longer to pay, or create other problems during checkout. Conclusion: Victory is more expensive than long-term.
Current innovations in coupon marketing include integrating coupons into membership cards and simplifying the cashback coupon redemption process at checkout.
Author: pestwave
Original source (TechCrunch Chinese site): http://www.techcrunchchina.com/2284
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