Unleashing the Power of Coupons in a Digital Age
TROY, Mich., Oct. 17, 2016 /PRNewswire/ — This week begins the “&Then” conference, an annual event of the Direct Marketing Association (DMA) that brings together marketing leaders to discuss driving customer engagement and loyalty. While many of this year’s speakers will focus on navigating and implementing digital trends and technologies, often times the simplest and most traditional of marketing strategies prove most effective in driving customer loyalty. Updating these simple strategies with a modern, digital channel, and marketers become unstoppable.
One fact will always remain true: consumers are motivated by incentives that help them save money. Coupons, particularly ones used through a strategic savings program, are a strong incentive that are proven to change shopping behavior and drive customer loyalty and engagement. While printed coupons may appear outdated, digital coupons have enabled marketers to reach customers at all channels of engagement, and their popularity continues to be strong. In fact, 96 percent of adults use coupons regularly. And according to eMarketer, nearly 80 million of users redeemed those coupons using a mobile device in 2014.
As a leader in this industry for more than 50 years, Entertainment® has delivered best-in-class savings to millions with the Entertainment® Book. While advances in technology have changed the way marketers reach consumers, basic marketing tactics still apply. The key to driving customer loyalty boils down to the three “Rs”: Respect, Relevancy and the Right time. And all can be updated for a digital age.
Customers who are treated well and feel important are customers who return. For marketing, this means providing offers and incentives, such as coupons, with a perceived high value that offer exclusive discounts significant enough for customers to feel they are getting a deal. In a modern age, digital discounts are an easy way to reward customers for their loyalty and add value to an existing membership program.
Thirty-four percent of customers have abandoned a brand because they’ve continually received irrelevant content on multiple channels or because the messages were too generic.
With the digital age, identifying individual customer habits and interests is easier than ever before. The next step is creating customized rewards that match those individual interests. Providing customers with relevant incentives demonstrates their value as individuals and increases their likelihood to continue engaging with a brand.
SaversGuide®, a digital savings program from Entertainment®, provides relevant value with digital discounts that customers want, including:
- 1000s of premium offers from hyper-local, regional and national merchants
- Savings on things they do every day: dine, shop, play and more
- Easy mobile, online and printable coupon redemption
The Internet and social media provide marketers opportunities to engage with customers wherever they go and throughout the day. SaversGuide® from Entertainment® offers both high value discounts and integrates easily with existing engagement and retention strategies with benefits including:
- Low-cost, high-value turnkey solutions
- Co-branded websites and mobile apps that include custom messaging
- Monthly emails and mobile push notifications to drive engagement and keep brands top of mind
Mobile coupons, in particular, make accessing and redeeming discounts easier than ever, allowing customers access wherever they go.
For one large cable company, their challenge was engaging customers to open and read their monthly marketing e-newsletter while also driving long-term brand loyalty with added value. By pairing the e-newsletter with an Entertainment® digital savings program that included relevant, high value digital coupons, both the open and click-to-open rates increased by more than 20 percent. The incentives also helped increase the click-through rate by 5 percent and reduce their opt-out rates to less than 0.1 percent.
The digital age may be in its early stages, but the age of incentives is never-ending. The popularity of coupons continues to thrive and adapt to reach customers on new channels, including the SaversGuide® program from Entertainment®. Strategic use in a digital format, paired with high-valued, relevant discounts, creates a brand-customer relationship of respect and loyalty.
For more information, visit Entertainment Corporate Marketing Solutions at https://cms.entertainment.com/.
Entertainment® Corporate Marketing Solutions helps businesses and organizations grow through incentives and rewards. We create private-labeled digital and print savings programs with high-value discounts, powered by the trusted Entertainment® merchant network. For over 30 years Entertainment® Corporate Marketing Solutions has partnered with Fortune 1000 companies, demonstrating best business practices around acquisition, retention and loyalty. Engage and reward your customers, members and employees by providing real value on things they do every day with the highest quality and most trusted discount network in the U.S. and Canada.
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