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3 Ways Digital Coupons Can Enhance Your eCommerce Business

In retail, price is a major factor in a customer’s path to purchase. To cater to this influence, many retailers use coupons to win customers over. One method retailers can use to win them over is with coupons. According to KissMetrics, 86 percent of consumers say that coupons affect their decision (to varying degrees) in choosing one brand over another. Who doesn’t love saving money? While offering coupons might be a no-brainer, we are going to show you how coupons have evolved to become an essential aspect of online retail.

Since we are knee deep in the digital age, digital coupons have been taking the retail world by storm. eMarketer projects that by the end of 2015, the number of adults in the United States that use digital coupons will grow from 2014’s 111.7 million to 119.2 million. With digital coupons, retailers can drive sales on various channels. Here are a few perks you can expect to acquire from joining the digital coupon bandwagon.


Digital coupons have become the leading method of promoting products. In fact, MarketWatch found that 59 percent of consumers believe that out of all the different types of promotions, digital coupons have the most effective influence on purchases. In this digital age, retail promotions can reach your customers and prospects more quickly. For example, social media is a go-to tool to promote discounts and coupons. According to a study from comScore, 60 percent of Facebook users “like” a brand to receive an incentive, like a discount.

Strong Branding

One advantage that you’ll need to stand out in the hyper-competitive online retail industry is strong branding. Digital coupons can help you build your brand and customer loyalty because customers are more likely to return when they remember and trust you. MarketWatch found that 68 percent of consumers strongly believe that digital coupons have a positive impact on a retailer’s brand and incentivizes them to return. By offering coupons, you create a sense of exclusivity to your returning customers expressing value to your business.

Increase in Sales

Digital coupons can help you increase sales as well. With a coupon, 77 percent of customers will spend between $10 to $50 more than anticipated. The best way to ensure this is through personalized marketing. By sending out personalized marketing materials such as emails, you are able to create a better customer experience. Deloitte found that 39 percent of customers who receive a personalized coupon, recommendation, or promotion end up spending more. To provide more targeted coupons, leverage product data to analyze past purchases and searches.

With the number of digital coupon users constantly growing every year, eMarketer predicts that the number will grow to 124.4 million by the end of 2016. It is undeniable that digital coupons have the potential to expand your company in terms of brand development and sales. So even if you haven’t started utilizing digital coupons, it’s never too late. As experts predict the number of users to continue growing, it’s safe to say that digital coupons won’t be leaving anytime soon.

Contributing Writer: Don Dao

Min-Jee Hwang

Min-Jee is the former Director of Marketing at Wiser. She has extensive experience working with SaaS companies and holds a BA from Carnegie Mellon University and an MBA from NYU Stern.

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