Australian Newsagency Blog

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Older shoppers like the immediacy of discount vouchers

Mark Fletcher
December 5th, 2013 · 3 Comments

voucher-shopperLast weekend a customers spent up big, really big, and received a $30.51 discount voucher. Her response: I like this, I could be dead tomorrow. That’s what she said. She added: I could be, I’m ninety next year. She was a hoot!

We talked a bit more. She was serious about the value to her of the voucher versus points. She said that when you get to her age your horizon is closer and you think about the short term more. The points don’t work she said because of the long time often involved.

I’m confident this customer will be back in the next week to spend the voucher. If she is true to her word she will be bringing a friend.

The experience had me reflecting on shopper engagement with the vouchers. There is no doubt that older customers particular like them. Maybe my 89 year old customer is not alone in focussing on the closer horizon.

I loved that she explained her fatigue with the points based loyalty programs. She’s the type of shopper I’m targeting with these vouchers.

Every day we see examples of the vouchers driving loyalty and helping us to continue to achieve valuable year on year growth.

7 likes

Category: Newsagency management · newsagency marketing · retail

3 responses so far ↓

  • 1 h // Dec 5, 2013 at 9:33 AM

    Love this !!

    It reflects how people only ever want to renew their lottery membership for a year at a time, even though they can get a much cheaper deal buying 5 yrs at once…..

    1 likes

  • 2 Brett // Dec 5, 2013 at 10:43 AM

    Customer this morning told me how he now drives past other stores to get his magazines and cards from me. The Voucher is the reason why.

    1 likes

  • 3 Mark Fletcher // Dec 6, 2013 at 7:16 PM

    I had a customer in their late eighties yesterday ask about a five year diary. Nice optimism!

    4 likes

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