Why didn’t you use the coupon you sent?

Issuing coupons is the basic form of marketing activities, and the ultimate purpose is to stimulate consumption and promote sales, so the exchange rate of consumption vouchers determines the final effect. < / P > < p > this paper starts from the relationship among people, objects and fields, and analyzes the use of coupons, hoping to bring some harvest to everyone. < / P > < p > coupons are common promotion methods. Every day, we are full of coupons from meituan, Taobao and other enterprises. If there are appropriate coupons, we will also use them. Some consumers have no coupons and do not consume. However, in the actual survey, the exchange rate of e-coupons of many enterprises is less than 1%, on the contrary, the coupon exchange rate of some platforms is more than 60%, or even 92%. < / P > < p > let’s look at a group of comparative cases. Compared with case 2, case 1 did not clearly inform consumers of the nature, validity period and remaining quantity of coupons, but only informed consumers of the denomination. Such coupons are difficult to affect the use of consumers. < / P > < p > similar errors exist in many failed coupons. The fundamental reason is that there are problems in the understanding of the essence of coupons and design implementation, which leads to the failure of designing coupons and affecting consumers’ use of coupons. < p > < p > including but not limited to: price increase before promotion, no obvious time or quantity restriction and other problems, resulting in many enterprises’ coupon exchange rate less than 1%. The reasons are complicated, but we can analyze the problem through three factors: people, things and market: people are consumers, things include commodities and coupons, and markets are consumption scenarios. < / P > < p > in actual promotion activities, enterprises often distribute coupons in an extensive way, which leads to many consumers who are not target users to receive coupons, while target users with consumption potential do not have coupons to guide them to purchase. Such coupons will eventually expire. < / P > < p > the most ideal situation for enterprises to release coupons is to accurately distribute coupons to target users who have purchase intention, so as to promote the coupon exchange rate of 100%. < / P > < p > the reality is that the enterprise does not know which users are the target users with purchase intention. In such a scenario, the enterprises can make a very limited release choice, and extensive delivery has become a common choice of enterprises. < / P > < p > by using the attribute of easy repurchase of coupons, the coupons are distributed to the old users to increase the coupon exchange rate. The common methods are SMS, coupon links, telephone sales, etc. If the rebate rules are added, some old users can be prompted to recommend coupons to their nearby target users to increase the exchange rate; if there are no regular users or the commodity replacement frequency is not high, the enterprise will deliver the coupons to the platform with the target users for distribution, such as the payment delivery of e-commerce platform, professional coupon distribution platform, etc. Use the perfect big data user system of the other party to carry out accurate sales and reduce the waste of launching. Specifically targeting third party channel providers with target customers, such as KOL, APP, official account, etc., but with higher identification capability, it is recommended that a small amount of trial effect be launched in the early stage. < / P > < p > in the field of e-commerce, enterprises are faced with competing products of the same kind, or the competition of similar products is becoming more and more fierce, so enterprises should not face price war. Facing competitive products with lower price than themselves, enterprises will adopt various promotion methods to attract consumers’ consumption in order to maintain the price of goods and compete with competitive products. < / P > < p > the unstable price will lead to consumers’ difficulty in improving their perceived value when using coupons to purchase goods, which is easy to doubt the price of commodities, resulting in the idea of “whether it is a routine” and “feeling that it is not very cheap”, which affects consumers’ purchase decision. < p > < p > since 2015, coach has been pursuing revenue improvement, and has been promoting once every 1-2 weeks for 5 days. As a result, consumers do not recognize the price of coach products and only accept the discounted price. < / P > < p > frequent promotion does not bring coach any revenue increase. Instead, the brand has changed from high-end to low-end and the sales revenue has decreased for two consecutive years. Consumers will no longer pay for the standard price goods. < / P > < p > limited time promotion is a daily promotion, but UNIQLO distributes it to different products. For example, a certain product has only red promotion, and other colors have positive prices. It can achieve income growth without affecting the psychological reference value of the product. < / P > < p > reduce the number of coupon promotion activities to avoid affecting the psychological reference value of consumers. Instead of reducing the number of coupon promotions, such as gift giving, lottery after purchase, etc., which does not affect the price stability of commodities. The coupon activities can be appropriately placed on specific festivals or hot events, so that consumers can think that the product discount is caused by festivals or hot spots, which has little to do with commodities and has little impact on commodity prices. < / P > < p > even if the target users and consumers of commodities are unified, there are also problems between consumers and coupons, which are mainly reflected in two aspects: < / P > < p > coupon design problems are mainly reflected in the enterprises’ ignorance of the coupon principle and the lack of coupon details, resulting in the less influence of coupons on consumers in the exchange scenario. < / P > < p > the coupons in the case clearly inform the consumers of the nature of the coupons, the scope and time of use. If the coupons enter the set countdown time, they will further emphasize the coupon period and give consumers clear information and time pressure. Once consumers receive the coupons, they will affect their exchange consumption. < / P > < p > many coupons often have problems, such as the use time is not obvious or not, and there is no guiding action. In the era of “attention fast food”, the above problems will be further magnified. Once consumers can not quickly grasp the information of coupons, they will probably receive and forget to use them. < / P > < p > without understanding the principle of coupons, enterprises need to solve three key points of coupons: using time, guiding actions and using rules. The purpose of this paper is to give consumers time pressure, force them to reduce decision-making time, and induce consumers to breed the psychology of “not buying regret”, so as to reduce the effective evaluation of commodity information and make impulsive purchase behavior. The more accurate the time is, the greater the time pressure on consumers. < / P > < p > for the first point, enterprises tend to ignore the guiding action and only display the key information of coupons. When consumers see the coupons, they only know that they have coupons, but they don’t know how to use them, so they are easy to give up exchange consumption. < / P > < p > the second point refers to the page that guides consumers to the use of coupons, depending on the purpose of the enterprise. For example, the difference between the word “get it now” and “use it immediately” will give consumers different feelings and guiding actions. < / P > < p > if it’s a coupon for a single product, “use it now” will enhance the consumer’s decision-making in use and direct the path to the product purchase page. If it is a full discount coupon, there will be a corresponding promotion zone, which will pay more attention to the consumption frequency of consumers, and “get it now” will be more appropriate. < / P > < p > many consumers do not pay much attention to the use conditions of coupons when they receive coupons, and some enterprises will not inform them when they receive them. If they do not know the nature and use conditions of coupons, it will be difficult for consumers to determine whether the coupons can be used when purchasing products, resulting in the cancellation of the purchase of non convertible coupons. < p > < p > in the relevant research, it is found that the influence of coupons on consumers will increase significantly when the enterprises give consumers more than 15% of the commodity price. < p > < p > under normal circumstances, the gross profit rate of ordinary commodities is 20% – 40%, and the preferential power exceeds the commodity price by 15%, and the gross profit rate will be reduced to 10% – 30%; in order to reduce the loss of profits, businesses will increase the difficulty in obtaining and exchanging coupons. < / P > < p > the real situation is often: enterprises do not give coupons more than 15% of the price of goods. Only from the amount of money, we think that the discount is enough and the cost is large, so as to improve the difficulty of obtaining and exchanging coupons. We hope to distinguish consumers by the characteristics of coupon price discrimination, so as to obtain the maximum benefits. From the perspective of consumers, the cost of obtaining and exchanging coupons is greater than or equal to the value of coupons; consumers’ actual value perception may be negative, which is difficult to trigger consumer behavior. < / P > < p > for example, in the double 11 Shopping Festival in 2019, Taobao provides coupons with a discount of 12.5% for over 400 minus 50. However, it is difficult to obtain and exchange coupons. As a result, many consumers give up spending on double 11 coupons, or return goods after collecting orders to increase the preferential amount. This situation will become more and more obvious in large e-commerce platforms. < / P > < p > in the case of Taobao Jingdong and other large platforms with large base users, it is beneficial to maximize the interests of their own platforms by improving the difficulty of obtaining and exchanging coupons and distinguishing consumers with different purchase levels. < / P > < p > if it is a general enterprise, limited by the user base, simply increasing or reducing the difficulty of obtaining and exchanging coupons is risky behavior. The former is easy to make consumers feel that the enterprise is playing monkey games and reducing trust; the latter is vulnerable to attacks by the Maoists, causing unnecessary losses to enterprises. < / P > < p > therefore, the solution is not to reduce the difficulty of obtaining and exchanging coupons, but to split the difficulty of obtaining and exchanging coupons into multiple ladder difficulties, so that consumers can not realize the difficulty of obtaining and exchanging coupons. < / P > < p > at present, the mainstream practice is that enterprises establish their own membership system and set some high-value coupons as exclusive members; however, the difficulty of obtaining and exchanging coupons is reduced. For consumers, the difficulty of obtaining high-value coupons has changed from simply competing with many consumers and the wool party into members+ At the same time, the majority of members will shift the value of coupons with the majority of consumers to enhance their perception of value. < / P > < p > at present, large Taobao sellers have adopted the solution of member coupons, and some e-commerce platforms also provide similar functions, which may be the mainstream trend in the future. < / P > < p > at the same time of using member + member coupons, we can provide small amount of undifferentiated coupons. On the one hand, it can attract some consumers; on the other hand, it can use small coupons as anchor points to highlight the value of member coupons. < / P > < p > no matter in the daily shopping scene or festival activities, businesses will divide the promotion areas independently and highlight them according to different coupon types, so that consumers can quickly enter the promotion consumption scene, understand the preferential products and use the coupons for consumption. < / P > < p > online, enterprises are limited by the function of entering the platform, so they can’t freely give consumers clear consumption scenarios like offline stores. Enterprises are required to select coupon types according to the characteristics of the platform, and coupon selection is limited – choosing the wrong coupon type can easily lead to the situation that consumers can’t spend in the corresponding consumption scenarios. < p > < p > take a case study: Taobao stores, in addition to specific festivals, pay on behalf of others

Author: zmhuaxia