Soon, many marketing departments will be winding down. Calendars empty, out-of-office replies are switched on and the holidays begin. But there is one important thing to remember: the shopper doesn’t do the same.
Summer may be a time for time off, but it is also a period when many consumers shop more, treat themselves more and are more open to trying new products. For brands that want to keep driving sales, there are therefore good reasons to keep activity going through the summer months.
Here are three reasons why coupons work especially well in summer.
The fact that many people go on holiday doesn’t mean consumption stops. Quite the opposite. Barbecue evenings, day trips and days at the summer house give many categories a boost in summer. Many people keep visiting their store several times a week, so the opportunity to influence purchase decisions is still there, even when the offices are empty.
On holiday, many people are less governed by routine and more inclined to treat themselves to something extra. That might mean trying a new drink, buying a different ice cream than usual or adding something extra to the basket ahead of the evening barbecue. When the threshold for trying something new is lower, a coupon can be the little nudge that makes the consumer choose your product.
In summer, many people shop in stores other than the ones they normally visit. They are travelling, at the summer house or at a campsite far from home. When consumers don’t know the store as well, many habitual buying patterns also become weaker. This means visibility and clear offers matter more at the moment of purchase. A well-placed coupon can therefore have an especially big impact.
In other words, summer is not a pause button for sales. For many categories, it is quite the opposite – a period full of opportunities. With the right offer at the right time, you can keep driving both trial and sales, even when large parts of the organisation are on holiday.
That makes summer a far more important campaign period than many people might think.
Would you like to know more about how coupons can help you capture summer’s purchase occasions? Get in touch with us at Clearon and we’ll tell you more.
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