Finding the redemption sweet spot: debunking the top ten myths about couponing

Abstract

Purpose

The purpose of this paper is to uncover common and outdated misconceptions about couponing and present new, updated strategies that can improve redemption statistics.

Design/methodology/approach

ICOM sought to understand the landscape of couponing by examining data from a 20‐year database compiled through the course of designing 6,300 targeted direct mail programs and issuing 425 million coupons to 28 million US and Canadian households that voluntarily provide information about purchasing preferences.

Findings

The paper exposes important information about current consumer behavior with regards to coupons and coupon redemption. The research identifies a “sweet spot” which, when coupon value and expiration length criteria sync, creates perfect conditions and drives coupon redemption.

Practical implications

Marketers must rethink coupon campaign strategies to accommodate the changing consumer and couponing market. This paper offers straightforward recommendations for altering approach.

Originality/value

The paper provides a fresh profile of the couponing market and variable drivers of consumer redemption, derived from an unprecedented amount of consumer data gathered over an extended period of time.

Citation

Meyers, P. and Litt, S. (2008), "Finding the redemption sweet spot: debunking the top ten myths about couponing", Journal of Consumer Marketing, Vol. 25 No. 1, pp. 57-59. https://doi.org/10.1108/07363760810845417