Using online coupons to drive in-store sales (Internet marketing)

Internet marketing news: Fashionistas cannot be bothered with grocery coupons, can they? Well, fashion retailers who have operations both online and offline may be interested in reading this study about how coupons can drive in-store sales. Many fashion retailers have stolen a few ideas from consumer packaged goods (CPG) marketers before. Now, what if they rebranded "coupons" into "exclusive private sale offers" ? Would it work?

Source: iMediaConnection

First paragraphs:

If you want to both boost sales and track how online is affecting offline purchases, try online coupons.

The rise of interactive marketing has been incredibly quick and continues at a pace that keeps brands, marketers and media properties on their toes. With consumers spending more time online, marketers are redirecting serious dollars online, where more and more shoppers get news, entertainment and make their shopping decisions. Interactive is an essential piece of most marketing budgets.

Consumer packaged goods (CPGs) marketers are finding even their core buyers are spending more time online and making shopping decisions based on web research. They also realize the incredible sales potential in word-of-mouth marketing created by the more than 25 million internet users considered influential in recommending products to others [eMarketer, June 2007].

The challenge for these brands is how to close the loop from engagement to action and gain real insight into the impact their online advertising and promotions are having on in-store sales.

Where money is being spent in interactive
CPGs and other leading brands are leveraging a variety of methods of interactive marketing, including increasingly robust brand websites, rich media and video ads, email marketing campaigns, and much more.

However, since only 10 percent of shoppers purchase online (and even fewer purchase grocery products), it's difficult to track return, whatever the goal.

Read the ful article at iMediaConnection