See some tips on how to bring more sales to your customers through discount coupons or benefits
Based on exchange behavior in which customers and the company have significant advantages, discount coupons or benefits have been used as a powerful strategy to attract consumers to the point of sale (POS) or to work on the repurchase.
This type of mechanics has already caused many companies to increase their brand recognition in the market and has been reflected in a significant increase in sales. However, with the popularization of the internet and the increase in the digital presence of stores — which were previously only physical and now have also become e-commerce — it has become an even greater challenge to bring customers to the sales floor and ensure that they have a different shopping experience.
The objection of customers who only have physical stores to invest in the internet also grew, with the conviction that Digital Marketing is only effective for those who have a virtual store, which is not true.
But how to do online campaigns to bring Leads to your customer’s POS?
Here are some tips that can help your agency to develop campaigns that attract new potential customers and also old customers to the point of sale and increase the sales results of the companies you work for. Are we going to them?
1. Define which discount/benefit should be granted
It is necessary to understand and validate with your client some issues that are crucial for the return on investment of the action you intend to take. A few questions should be asked to make a good briefing for this campaign. Are they:
- Will I work with a discount coupon? How much does this discount affect my client’s profit margin?
- Is this discount/benefit enough to make my customer’s Lead leave home and go to the store to make a purchase?
- Will all other stores (branches or franchises) of my customer participate in this campaign? It is very important that there is cohesion between all points of sale, especially in the same region, so that there is no confusion in the consumer’s mind, making only one or another store benefit from the campaign.
Another very important tip is that offering a discount is not the only option to attract the company’s customer to the point of sale. In addition to the coupon, it is possible to offer low turnover products, which have value for the Lead as an exchange object. This way, your agency’s client drains the stock of a product that may be sitting on the shelf.
Important: the product offered must have a high perceived value for the Lead. Otherwise, there is a good chance the promotion will not hold up.
2. Create a consistent policy
The regulation is essential for you to have full control of the campaign through a regulation published on your website. In addition, it is important to be aware of market regulations that may influence your campaigns, such as Caixa Econômica Federal’s sweepstakes and prize distribution rules.
Here are some important tips for creating the regulation:
- Describe the campaign mechanics in detail;
- Request a review by a lawyer or legal department to ensure that nothing has been left out;
- Put a start and end date. This is very important for two reasons: Create the urgency trigger for the consumer and protect your customer in case the campaign ends;
- Put phrases that limit the campaign in the regulation and in the coupon, for example, “non-cumulative discount” and “one coupon per CPF/CNPJ”;
- Post this policy both on your customer’s website and in a visible place at the point of sale.
3. In which channels will I advertise my discount coupon campaign?
We already know that we are going to create an online mechanic to attract the public that buys offline, right? We need to know where your customer’s consumer is. And we found this in the persona that was defined at the beginning of the Inbound Marketing project. The most common advertising channels are social networks (Facebook, Twitter, Instagram, Snapchat) and Google ads to bring more traffic to your client’s website.
4. Create the coupon
It is at this time that we generate value for the customer, as, in addition to taking the Lead to the POS, we can learn more about it and this will enrich the base with relevant information for the relationship. This conversion environment can be a Landing Page, a form, and also a pop-up. Therefore, it is necessary to make sure of a few points:
- Think about the data that is important for your customer to know more about their Lead. This is an important moment of exchange, so in this case, it is even possible to extract information considered more sensitive, such as telephone and other consumption profile information. This will help categorize that Lead and make it easier for the agency to create the relationship tracks for each profile.
- Be succinct in the text and leave the rules for the thank you email.
- Make multiple Calls-to-Action within the site to improve conversion. Use the main banners and secondary banners to publicize the promotion.
5. Communicate those involved in the operation
Communication with the sales staff your customer is essential for the promotion work. Imagine that the consumer enters the website, registers and goes to the POS with the printed coupon or on the cell phone. When arriving at the counter, the seller denies the existence of the promotion or shows himself unprepared, without the necessary information for the service. It’s dissatisfaction for sure!
To avoid situations like this, some points should be taken into account:
- Communication never hurts! Encourage your customer to use an internal communication system (if any), email, add-ons in the sales system, etc.
6. Measure results at the end of the campaign
Measuring results is essential to measure the effectiveness of actions taken by your agency for your client. It’s no use having a big effort to bridge the gap between on and offline if we can’t measure the campaign. This is a point of defense for this type of campaign. As the information was collected online, it is possible to cross-check the data of the person who made the purchase (in a CRM or ERP) with the person who downloaded the coupon.
It is important to request the email with which the customer registered online within the point of sale and register it at the time of closing the purchase in order to obtain this information.