The only place we promote discount vouchers is on the customer display as a reinforcement and reminder. This is an ideal place to reinforce the pitch as it encourages those with a voucher to get it out to use with their purchase and to those without one to look forward to receiving one. It’s an unobtrusive pitch at the right time in the transaction cycle.
Customer displays work well in reinforce messages. My advice is to not overdo it – have two or three messages in rotation. Any more and it becomes a PowerPoint presentation and they can be boring. Repetition is key for the brief moment you have a customer within range to see the customer display.
I can’t say for sure that the customer display is a factor in success with discount vouchers but I am happy with our use of this customer touch-point in reinforcing the voucher message. It shows an integration of behavior and promotion – something sometimes missed in small business retail.
I am currently using the discount vouchers in my newsagency and I currently have it set to generate a voucher when the voucher would equal $1 or more. I would like to give more vouchers out then I currently do but was wondering what your experience is in giving out vouchers of say 50c or less. Do you find that people use a voucher of such a small value?
Tyrone, a small number of people will make a negative comment, most appreciate it. I have seen a 50 cent voucher used for a $25.00 impulse purchase. Others collect them. To any complaint I’d say – no worries, I’m not sure of any retailer in this centre giving away something like this
Thanks for that insight Mark. Do you mind if I ask what percentage you contribute to a voucher on a magazine purchase of $5 or more?
Tyrone, If you call the Tower help desk they will share my settings with you as it is about more than one setting.