Public: advertisers // Difficulty: medium Difficulty: medium.
Now a major player in affiliation campaigns, coupon sites have become an essential part of the price optimization expected by Internet users. These sites are favored by a community of intentional prospects, always on the lookout for good deals – a decisive factor in the purchase decision for some!
However, from the advertiser’s point of view, couponing sites can have significant disadvantages in some cases: lack of control over distribution, opportunistic targeting, accumulation of costs and consequent deterioration in the profitability of a campaign. However, it is possible to take advantage of all the attractions of couponing sites without suffering any negative consequences! But to do so, you need to take into account all the possibilities offered by this market, and the different settings allowed by your partner platform.
Vouchers, a multi-purpose asset
“Promoting” should not be confused with “all the time and on everything”. Discount codes are a real asset to support an already established sales plan or, on the contrary, to make up for a possible delay.
With an upstream strategy, partnerships with couponers can serve many purposes: destocking, acquiring new customers, increasing the average basket… The key is to frame the offer and adapt the mechanics. How do you do this? By limiting the scope of the code and making it valid on, for example, a selection of products only, a welcome offer, a trigger threshold higher than the average basket, etc.
So create your codes according to the needs of the moment, and use them as a flexible tool for fast, easy implementation.
Keep control of couponers
Both internally and via tracking partner(s), the key to ensuring that the cost of a code is not a source of unpleasant surprises lies in its technical configuration. If all this seems obscure to you, turn to your partners!
A technical solution for every risk:
Afraid of losing control of a CRM code? All you have to do is blacklist it and limit the payment of commissions to codes strictly intended for the partners concerned. A coupon site will therefore not be able to use a code that is reserved for others.
What about the accumulation of commissions, if the surfer uses cashback and a code, for example? The use of a code will automatically lead to remuneration linked to the code in question. If any paid source is the last click before sale, deduplication is possible.
Alternatively, why not use a single-use code? One code for one surfer, so the code can only be used once. No more risk of finding an offer on unwanted sites.
The discount code market is changing
For many Internet users, the search for a promotional offer has become a pre-purchase automatism and, often, a decisive argument. Backed by their growing community, the major players in the promotional code market are not hesitating to diversify. White labeling, partnerships with leading media sites, on-site editorial, targeted newsletters, partnerships with bloggers… The sales mechanisms are increasingly comprehensive and relevant, and the community’s expectations are being met.
As a result, these communities are invested and reactive, and the databases keep filling up, always increasing visibility for partner merchants. Although competition is the order of the day, it’s rare to be able to address so many potential customers at the same time! A good idea for the more cautious.
