Retailers could find it beneficial to sales if special offers are given to consumers. However, the kind of offer is important to the customer which may translate to more revenue for advertisers.
eMarketer reported on two studies conducted in regards to which special offers online consumers prefer. A poll produced by Retention Science asked which the most effective online customer incentive was for retailers. Results showed that close to a third of responders liked percentage discounts like a 20% off coupon. Immediately following was free or discounted shipping at almost 22%. The third top offer was a certain amount discount like a $15 off coupon.
The second study, which was done by Flagship Research for BlueHornet, looked to see if the age demographic affects how customers react to an advertiser offer. It appears that research supports that younger adults 18-45 prefer discount offers over free shipping options. In contrast, older adults 46-75 enjoy free shipping over discount coupons.
What advertisers need to take away from these two studies is that the consumer finds value in a “good deal.” So, know your target audience. This will help optimize selling your product or service to your customer.