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Channel & Distribution

Coupon redemption catching on on the Internet

Online coupon redemption is gaining in popularity in Germany: 2017 saw a growth of 56% over the previous year.

11 Apr. 2018 David Schahinian
Source: acardo
Source: acardo

These figures come from the current market report issued by coupon clearing house Acardo. The report states that in 2017 brand manufacturers and the retail sector distributed a whopping 18 billion coupons and paid out discounts totaling around 130 million euros. The largest growth was seen in retail – a 31% increase. Most coupons are still redeemed in shops, with the Internet, despite these gains, claiming a share of around only 6%. But this could change soon: Increasing digitalization and data-based issuing of coupons could "result in significant, relevant competitive potentials," believes Acardo CEO Christoph Thye. According to Thye, last year many manufacturers began to focus their coupon distribution efforts on digital channels.

Some tips on how to boost online sales with coupons have been shared by e-commerce provider Affilicon . For example, a code can be automatically activated on the order form. Customers no longer have to enter the code, as the purchase price is simply shown at the reduced price. Another promising technique, according to Affilicon, is limiting the number of coupons, for example to the first 100 customers.