Deals, Coupons and Offers – Oh My!
Presented by:Steve Schaffer, Founder & CEO
Offers.com
January 13, 2013
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Steve Schaffer – Founder & CEO of Vertive, LLC
January 13, 2013Slide 2
• Founded Vertive in July 2003
• Moved to Austin in January of 2004 (after 17 years in Silicon Valley)
• 20+ years of Internet and marketing experience
• Initial president of the PMA
© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 3
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Outline
• Types• Facts• Tips
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
Deals, Coupons & Special Offers
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
Coupons & Deals are in the News Headlines
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Coupons & Deals are COOL!People LIKE them
© 2003, 2012 Vertive, LLC Proprietary and Confidential
What are the types of discounts and how are
they different?
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 9
In Store and Local
© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 10
CPG (Consumer Packaged Goods)Grocery Coupons
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Printable CouponsConsumers can browse, print, and use
the coupons in the store
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Local Vouchers
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Online
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Online CouponsDiscounts just for online purchases
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Coupon Codes and Promo CodesA code that must be manually entered at
checkout
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Free ShippingFree shipping coupons and coupon codes
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DealsUsually a specific product deal, but can also be
a brand or category
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Card-Linked OffersA shopping deal linked to the credit and debit
cards shoppers regularly use
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 19
© 2003, 2012 Vertive, LLC Proprietary and Confidential
Source: Coupons.com 2012 study performed by Dr. Paul J. Zak
Coupons Make Consumers Happy & More Relaxed
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“Oxytocin, a hormone that is directly related to love and happiness, spikes when people receive a coupon. And, in fact, increases more than when people receive a gift. The data shows that coupons make consumers happier and more relaxed.”
© 2003, 2012 Vertive, LLC Proprietary and Confidential
63% surge in coupon redemption in 2011
Source: Coupons.org “The Coupon’s Comeback” Feb. 2012
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Source: NCH Marketing Services, Inc. “NCH Annual Topline U.S. CPG Coupon Facts Report For Year-End 2011” Jan. 2012
$470 billion of coupon value was offered by consumer packaged goods (CPG) to U.S.
consumers in 2011- of which $4.6 billion
coupons were redeemed
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide23
The Top 5 Retailers in Total U.S. CPG Coupon Redemption Volume in 2011:
1. Walmart2. Kroger3. Walgreens4. Target5. Publix
Source: NCH Marketing Services, Inc. “NCH Annual Topline U.S. CPG Coupon Facts Report For Year-End 2011” Jan. 2012
© 2003, 2012 Vertive, LLC Proprietary and Confidential
About 75 million people, or 1/3 of the total Internet population,
buy goods online and have them shipped each quarter
Source: comScore “Online Shopping Customer Experience Study” May 2012
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66% of consumers will use online coupons for at least 25% of their
purchases in the next year
Source: Forrester Research “The Impact of Online Coupons and Promotion Codes” Sept. 2011
January 13, 2013Slide 25
© 2003, 2012 Vertive, LLC Proprietary and Confidential
57% of consumers who used a coupon code during their last
online purchase said that if they had not received the discount, they would not have bought
the item(s)Source: Forrester Research “The Impact of Online Coupons and Promotion Codes” Sept. 2011
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
52% of online consumers are likely to reconsider a brand they
haven’t used in a while after receiving a promotion offer for
that brand
Source: Forrester Research “Affiliate Marketing – The Direct and Indirect Value That Affiliates Deliver to Advertisers” June 2012
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32% of online buyers typically begin the online shopping process on affiliate sites
Source: Forrester Research “Affiliate Marketing – The Direct and Indirect Value That Affiliates Deliver to Advertisers” June 2012
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Parents report 43% growth in plans to use online coupons for
50% or more of purchases
Source: Forrester Research “The Impact of Online Coupons and Promotion Codes” Sept. 2011
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Using Coupons, Deals & Offers
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For Merchants
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What is your goal?
• New customer acquisition
• Increase average order sizes
• Decrease user abandonment
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Run the numbers
• Can you afford it
• Does it drive desired action
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Tracking & Attribution
• Would you have converted the sale “Data from comScore shows that 80% of
online shoppers have placed items in the shopping cart and left the site without making a purchase”
Source: comScore “Online Shopping Customer Experience Study” May 2012
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© 2003, 2012 Vertive, LLC Proprietary and Confidential
Expiration Dates
• Safety
• Drives urgency
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© 2003, 2012 Vertive, LLC Proprietary and Confidential January 13, 2013Slide 35
