Voucher Codes: Assets or Liabilities?
"Voucher Codes: assets or liabilities?" was a question asked on Creative Match recently.
Codes providing discounts during the checkout process on e-commerce sites can be an incentive to attract shoppers and increase their spending but also can affect revenues if they are used by people who would have bought anyway.
Misuse by real shoppers is certainly a concern, but voucher codes can sometimes easily be abused if their implementation, operation and lifecycle are not considered carefully. Unlike in the real world where paper coupons may be difficult to forge and can be cancelled by collecting or marking, online voucher codes can be harder to control and expire.
Plan ahead, don't create vouchers code schemes in a rush.
Posted on: 22 January 2010 at 11:40 hrs
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