10
Aug
Smart businesses offer coupons to their customers. This is a great way to attract new customers. It’s also a great way to make your existing customers more loyal to you. However, a smart business will also think carefully before issuing coupons. That’s because a bad coupon campaign can create problems for the business which result in unhappiness from customers. That defeats the purpose of a coupon campaign and ruins the coupon experience for everyone.
A recent example of this was the case of Marsh Supermarkets which is located in the Midwestern United States. This company offered a coupon through Facebook for $10 off a purchase of $10 or more. (In other words, you could get a $10 item for free!) It was a great deal but too many people tried to take advantage of it. The company hadn’t expected such a huge response and wasn’t prepared to deal with it. They canceled the coupon shortly after it was released. The result was a lot of angry customers.
This type of situation has been happening a lot lately. Businesses know that they need to get on the coupon bandwagon because it’s what customers want but they don’t know how to implement coupons in a smart way. Businesses that back out of coupon deals end up turning off potential customers. A much smarter approach is to put a reasonable plan in place for redemption of all coupons before you actually issue the coupons. This way, customers get what they want and the business doesn’t suffer in the process.
It seems to be that businesses who offer coupon codes instead of printable coupons face fewer problems of this nature. In the case of Marsh Supermarkets, part of the problem was that the coupons that were issued were photocopied so many more of them were printed than the company planned. If the company had relied only on coupon codes, they might have anticipated the actual response rate more accurately and been able to accommodate all of their customers.
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