Perhaps, we don’t need to mention numerous studies which indicate coupons as one of the main factors that influence customers’ purchasing decisions. However, in a competitive environment, most shoppers expect a discount, whether a product has just come out or it was introduced a long time ago. In the first case a short promo code can stimulate a great interest in an unknown company while, in the second case, customers want to be rewarded for their loyalty.
Apart from building brand awareness and customer loyalty, there is something every marketer should remember: when a person uses promo codes and buys cheaper products, in actual fact they spend more money on their purchases in total. We also need to recognize that purchase is very often an emotional action. Namely, a discount makes us feel comfortable: on one hand, we save money, on the other, we allow ourselves to spend it. It is as simple and controversial as that.
While promo codes seem to be required in building 2021 promotional strategy, it is essential to be aware of how to put it into practice and measure performance of these ad campaigns. And Affise is here to help with both.