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Nearly a third of businesses no longer use vouchers to attract customers


Retailers are increasing their use of offers and promotions this year but are moving away from vouchers in favour of simple money-off promotions, according to new research from American Express. The survey of 200 in-house


marketing decision makers found that nearly a third of businesses did not use paper or digital vouchers in any of their offers during 2015. Almost a third of respondents said


they plan to run more offers in 2016 than they did last year. The most popular types of promotion were money off specific products and a percentage off/back. ‘Buy-one-get- one-free’ promotions were favoured by just 9% of those surveyed. Despite the ongoing popularity of


offers and promotions, businesses identified significant barriers to


successfully implementing them within their organisation. These included cost pressures, the lack of ability to target consumers effectively, and a lack of time to produce collateral. The study also found that offers


and promotions might be lagging behind other marketing techniques when it comes to feeding back vital customer intelligence to those using them. Some 45% of respondents said more data on their customers would help them run promotional campaigns in a more effective way while 54% said that their promotions would be improved if they could reach a more targeted group of customers. One potential solution to gather


more data from offers at a lower cost and to target consumers


more effectively is to partner with an external offers provider. More than one third of respondents said they would be more likely to run a promotions campaign if an external partner could help to deliver it. Dan Edelman, VP of marketing


at American Express, said: “Our research shows that offers and promotions are still a vital weapon in retailers’ armouries, however they are clearly conscious of the cost of offers and the need to target them effectively. “Retailers are hungry for more


data to help them deliver the most relevant offers to their customers. Many existing offers systems simply don’t provide the customer insights that businesses require in the modern age.”


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