Given today’s economy, it’s no surprise that coupons are being clipped faster than the dialog in a David Mamet play. A quick Google search will tell you that e-coupons are just as prevalent. And while retailers may be chalking up incremental sales due to e-coupons, they may also be giving too much away too easily.
According to Alex Rampell, CEO of TrialPay, an e-commerce solutions company in Mountain View, Calif., many companies are offering e-coupons to prospects who were ready to complete their online transaction without any additional incentive.
Look for smarter ways to link coupons to behavior. Take a company like the Gap — anyone can shop at the Gap online, then do a search for coupons and pay less. Wouldn’t it be better for the Gap to target people who are non-Gap shoppers? Instead of making coupons available to Joe Public on the Internet, it might be better — just as a for instance — to offer Gap coupons to consumers when they sign up for Weight Watchers, or when they buy a baby book at Amazon.
Read more of what he has to say in this interview with Media Post’s Sarah Mahony.
