Go Back to www.IndependentRetailer.com MARKETING Coupon and Rebate Caution


COUPON CLIPPING provides an appreciated source of sav- ings for consumers. As NCH Marketing Services reveals, “Shoppers saved $3.7 billion with coupons in 2010, a $20 million increase from 2009.” Consumers like to receive products for free, and if that isn’t possible, they like to get them for next to nothing. Ste- phen Denny, author and expert on strategic management for SMBs, advises small businesses such as independent retailers to make it easier for customers to say yes. Coupons are a simple and traditional way of market-


ing to the consumer, allowing a retailer to count each clip of the scissors as a, “Yes.” Such an approach seems to


be highly adopted as, “Mar- keters distributed 332 billion coupons for packaged goods in 2010, the largest quantity ever recorded in the U.S.,” accord- ing to NCH Marketing Services. Retailers also have the option of providing rebates. A rebate, an evolved form of couponing, pro- vides reimbursement for part of a product or services purchase price, following its sale. By of- fering consumers cash back on the purchase price, rebates


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provide an incentive to buy a particular product.


Be Cautious


Many frugal shoppers, those dedicated to getting the most for their money, approach cou- poning as a hobby. Take for


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Delivering Profit By The Truckload


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