Home > Online Coupons > A Cost-Effective Online Coupon Alternative for CPGs

A Cost-Effective Online Coupon Alternative for CPGs


The jury is in — Printable Online Coupons are a very effective interactive marketing tactic. In addition to a coupon’s traditional marketing benefits (generating trial, demand and increased market share), on online coupon program can dramatically help improve a CPG marketer’s web metrics — increasing new site traffic and repeat visits, encouraging more robust registration, increase email opt-ins and build customer profiles.

DigitalDay Powered Coupon Program
An example of DigitalDay’s Coupon Engine on the R.W. Knudsen & Family brand site.

Study after study prove that online coupon usage, acceptance and redemption continues to increase. In a recent survey, PriceRunner reports:

  • Nearly three-fourths of consumers (73%) used at least one coupon they found online within the past six months. Almost one-in-five (19%) reported using online coupons six or more times in the past six months.
  • Online coupon usage increases with income – 48% of $75k+ households used online coupons at least 4x per year compared to 23% for less than $35k households.

Thanks to consumer demand and better controls, channel resistance to online coupons has practically disappeared. Retailers readily accept bar-coded online coupons and most of the larger CPG brands have incorporated printable coupons into their online programs. Retailers also have the right to reject printed online coupons so it’s important to implement a coupon program that minimizes rejection and, consequently, consumer dissatisfaction.

A unique micro-site for Florida Crystals whereby consumers choose how much to donate and save with the DigitalDay embedded Coupon Engine.

Online Coupon Delivery Options
Like any marketing program, an online coupon initiative should start with an objective-based, strategic plan. An interactive marketing agency, like DigitalDay, can help craft and execute an appropriate online coupon solution, from design to delivery.

To actually deliver the coupons for a client, DigitalDay offers two options:

A. We can coordinate a program with any of large coupon delivery companies like Coupons, Inc. or through affiliate programs like Coupons.com. Typically, these larger coupon delivery companies require a significant set up fee per coupon ($2,500 +) and then charge $.10 or more for every coupon that’s downloaded by a consumer. They also require consumers to download an Active-X file.

B. We can license, integrate and manage our proprietary DigitalDay Online Coupon Engine Service which features:

  • No Active-X component to download
  • No additional per-download costs
  • Creating the coupon (graphic design, copy writing, bar code generation)
  • Integrating the DD Coupon Engine into your brand site or hosting the coupon on our servers
    Consumer registration and opt-in
  • Download limits either by consumer, for the entire campaign or both
  • Fraud protection through personalization (consumer’s name is printed on the coupon), print limits, database checks
  • Monthly Reporting (downloads, opt-ins)

For Baco Foil, a UK brand, we embedded the DigitalDay Coupon Engine to drive store traffic

Our typical full-service set-up fee for integrating the 1st coupon into an existing brand site is $3,500 which includes designing and building the branded landing page to compliment your site. Each additional coupon creative is $1,000 with no additional set up charges and no per-download cost. We’ll provide a custom estimate based on your specific needs.

To help launch a new product for American Greetings, DigitalDay embedded a consumer coupon into this brand site

Marketing the Online Coupon
Just because you build it, doesn’t mean they’ll come. It’s important to market an online coupon program just as you’d do any other promotion. DigitalDay can help promote your coupons through a combination of email marketing, banner advertising, Pay-Per-Click, viral tactics or even rebuilding your brand site.

Through our partnership with Silverpop, the leading email delivery service provider, we often promote coupons in newsletters to dramatically increase open and click-through rates and, consequently, site traffic.

To support its seasonal product focus, Reynolds Kitchen's Newsletter promotes a new coupon every month

Retailers leverage DigitalDay Coupons to offer consumers discounts for Store Openings or other promotional periods.

Whether you’re a large national marketer ready to test the online couponing waters or a regional brand with a limited budget, DigitalDay will tailor a solution to meet your needs. For more information or an initial consultation, contact us.

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Categories: Online Coupons
  1. September 11, 2008 at 9:18 am

    This is good to know for me, because we will open new online store in few months. Thank you.

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