Many of our clients are employing single-use coupons and single-use offer codes to improve their personalization efforts. In this post, I’ll share some of the dynamics behind this, and how these company’s personalization efforts are benefitting from single-use coupons and offer codes.
Marketing automation and analytics software are helping marketers make personalization a reality. The challenge for many companies, however, is in maintaining the integrity of the personalization effort when a personalized “offer” is sent to a customer. This is where the personalization effort can break down because coupons and offers often get used by consumers more than once, they get shared online (or even go viral) which, of course, isn’t in retailers’ best interest because marketers can’t:
- Attribute redemptions accurately
- Conduct valid a/b tests, and, most importantly
- Maintain the veracity of the personalization program for that customer
For personalization to work effectively, marketers want to ensure that offers and coupons get used only once, and that they don’t get shared online.
So, to address this problem, many of CodeBroker’ clients are employing single-use coupons and single-use offer codes. The single-use model gives marketers the ability to deliver millions of personalized, single-use coupons and offer codes daily through all of channels: print, email, text, web, mobile app, and mobile wallet. It ensures that the customer always receives the same barcode regardless of the number of times, or channels in which, she requests the coupon. Once the coupon is used, it expires simultaneously and is marked as redeemed, across all channels, and it’s impossible for a customer to obtain a second copy of the coupon unless allowed by the retailer.
With single-use coupons and offers, companies can employ personalized, higher-value coupons and offer codes to which consumers respond, without the risk of them being used more than once or going viral. And they can accurately measure redemptions and a/b tests to gain solid insights into their personalization effort for each customer.
For more information on this topic, I invite you to read the new whitepaper that explains offer personalization and security in further detail.