Why aren’t the voucher codes we send out being used as much as the ones our competitors create?
Online shopping is most active on Monday evenings, says website VoucherCodes.com. It experiences 45% more traffic on Monday evenings in comparison with the weekend. Despite this, many voucher codes have a weekend expiry date and therefore are void by the time the majority of consumers are making purchases on the internet.
“It’s a bit like offering a great discount when the high street is closed,” says site director James Carter. “People see things on the high street at the weekend and then check it out online on a Monday.”
Prior to making discount voucher codes available online, retailers should identify what they want to achieve and develop a strategy from there. Although they essentially give consumers a chance to make a saving, customers may buy more if given the right codes.
“In general, retailers want to encourage people to spend more and offers like a 6% discount if someone spends £500 are effective,” says Carter. “Codes offering a really significant discount only work over a short period like one weekend.
A 10% reduction code can work well over a two-week period. People get used to it and then there’s urgency towards the end.”
Also paramount in the success of discount vouchers and codes is publicity. Before promotions start VoucherCodes.com blogs and tweets about them, and flags them up on Facebook to create a buzz – something Carter has found leads to increased traffic. “It can definitely lead to a bit of a frenzy,” he says.
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