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www.IndependentRetailer.com MARKETING Coupon and
Rebate Caution continued from page 120
instance, coupon extremists of TLC’s newest TV reality show, Extreme Couponing. These televised bargain shoppers be- lieve they have mastered the art of saving, as, “They purchase $1,000 worth of groceries and pay a few dollars, and others boast of lifetime supplies of paper towels and toilet paper.” As an independent
retailer,
you have to make sure your offers are effective but not misused by: • Limiting the list of accept-
ed competitor’s coupons taken by your store. • Limiting the purchase of
your entire stock by a single coupon clipping customer. • Limit the amount of cou-
pons per transaction, as it will tie up your checkout staff and turn away other customers. If you are going to offer
rebates, it is important to an- ticipate interest. A surprising amount of rebates are never re- deemed, about 40 to 60 percent, according to ConsumerAffairs. com, but this isn’t guaranteed and you don’t want to be bur- dened by the inability to keep up with demand. As recom- mended by
USLegal.com, the size of your rebate should de- pend on the base retail price, the nature of the product being promoted, as well as the num- ber of goods backed up in the production pipeline. However, possible demand and process-
INDEPENDENTRETAILER.COM for Industry News & Updates July 2011 121
ing complications appear to be of little concern. An Aberdeen Group study, “Rebate Optimiza- tion in Retail: Driving Customer Responsiveness,” examines the ability of rebates to drive revenue and customer loyalty. Among some of the reported benefi ts of offering rebate pro- grams were customer retention, promotional and marketing ROI, and lifetime customer value. Yet, independent retail- ers are well advised not to rely on the possibility that only a small percentage of consumers will bother to take advantage of a rebate offer. ■
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