As with everything in life there are smart ways to conduct your business and using a voucher site can be a great way to guarantee satisfaction for your customers and keep them coming back for more. Everyone loves a bargain so smart business ownes have been offering discounts, freebies and special offers since time began. The trick is of course to provide value to attract customers without ruining yourself in the process.
The first thing you must do is define clearly why you want to enlist the assistance of a voucher site in the first place. These offers are more than just a way to clear old stock or fill empty spaces, they can help you attract and more importantly engage new customers. You can use different codes or offers to track customer behaviour or find out where they hang out and which social media channels they prefer.
It is essential that you keep control and be precise about exactly what is and what is not included in the offer. People will push for more as you know but at the same time you must not have them leaving with unfulfilled expectations, that is sure to get you the wrong kind of feedback as well as making sure they never come back. The old adage of “under promise, over deliver” is especially true in this situation. In a service environment especially, make absolutely sure that voucher customers are not treated as second class. Pick your times and offers carefully to make sure that the experience is identical for a voucher bearer and a full paying customer. If you can’t afford to do that, don’t make the offer.
It is vitally important that you know what the lifetime value of a customer is and the unit values of your business to make sure that the venture is worth your effort and expense. The offer has to be appealing enough to get the customer to act but not cut you so deep that you bleed to death. It is not uncommon for a deal to overwhelm the business so be careful what you wish for and make sure you can handle the response.
It is difficult to exaggerate the need to actually use the information your customers provide when they sign up. It is no secret that it is more difficult to get a customer than to maintain an existing one, so once you have the details it pays to engage, even if they abandon the transaction or don’t redeem the voucher. If they took the time to apply there is something of interest... use the available channels to reach out, ask questions, get testimonials, referrals and then say thanks with another offer for their friends.
Once you know exactly what you want to achieve and what you are prepared to offer, you can then work on the copy to create your campaign. Above all make sure you close the loop of offer-information-engagement-sales and referrals to get the best return on your investment. In these days of instantaneous joined up communication, you can turn a savvy shopper into an affiliate or advocate with a few clicks in the right place.
By Harry Sherman, Marketing Analyst at Voucherbin.
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