Adam T. Sutton

Digital Coupons Can Help Hold Customers During Tough Economy

April 16th, 2008

Should the US slip into a dreaded recession, 67% of US consumers said they’d be more likely to use coupons, according to an ICOM survey. If you’re looking to hold customers through the storm, maybe a coupon strategy can help.

If your eyes just rolled, you might be surprised to hear how coupons are changing. Cell phones are taking them out of the Sunday paper. Consumers are receiving and redeeming coupons straight from their phones.

Scott Grandin, VP of Marketing, Extreme Brands, is using the mobile coupon service Cellfire to deliver discounts for Extreme Pita’s US locations. Cellfire accepts zip codes from subscribers and uploads coupons redeemable in their area. If a subscriber is near an Extreme Pita, they’ll receive Scott’s’s coupon.

Scott considers the mobile coupons a branding exercise. He notes about 50% to 75% of the people who receive a mobile Extreme Pita coupon open the message, depending on the region.

Coupons are getting easier to redeem, and according to Scott’s experience, easier to deliver. If you’re worried about losing customers in the downturn, maybe the digital discounts can help.

Adam T. Sutton

About Adam T. Sutton

Adam T. Sutton, Senior Reporter, MarketingSherpa
Adam generates content for MarketingSherpa's Email and Inbound Marketing newsletters. His years of experience in interviewing marketers and conveying their insights has spanned topics such as search marketing, social media marketing, ecommerce, email and more. Adam previously powered the content behind MarketingSherpa's Search and Consumer-marketing newsletters and carries that experience into his new role. Today, in addition to writing articles, he contributes content to the MarketingExperiments and MarketingSherpa blogs, as well as MECLABS webinars, workshops and summits.

Prior to joining MarketingSherpa, Adam was the Managing Editor at the Mequoda group. There he created content and promotions for the company's daily email newsletter and managed its schedule.

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