I often get asked why did I get into couponing. To explain, first understand promotions whether it be discounts, sales, or coupons have always been an important tool for businesses to bring in customers. They are used to acquire new shoppers, clear end of season stock, introduce new products to the market, meet financial targets and for all other sorts of reasons
While in the USA, I was an avid online shopper and would often use coupons for my purchases. It became a natural part of my shopping behavior to look for coupons before making a purchase. The value proposition for sites that would aggregate offers into one place was clear; as a shopper, I was getting additional savings while the online store acquired a customer and increased their sales. And of course the aggregator would get a commission. It was such an elegant yet simple business model that I admired it instantly.
At CouponDunia, we’ve gone way beyond just aggregating coupons. Because of our large reach our partners give us offers that they otherwise likely would not have run whether it be for online shopping, dining out, or (coming soon) grocery and in-store retail purchases.
Sites like ours and even sites that only aggregate offers are a great platform for businesses to advertise and reach the right audience, i. e., people who have a high intent to make a purchase. The beauty of this form of marketing is that in most cases the business only pays once a transaction happens as opposed to other traditional channels where you are charged on a click or view.
Evolution of couponing in India
With the exception of Domino’s, couponing in India did not become a “thing” until the emergence of online shopping. In the offline world couponing works best with modern trade because distribution of coupons is much more cost-effective when dealing with large chains rather than individual small businesses.
But in the West where large chains dominate the retail landscape, coupons have been a major part of the shopping experience for decades. It’s a cultural phenomenon to the point there are even TV Shows around couponing. Later as online shopping emerged the coupon habit carried over to the Internet.