We have been tracking shopper reaction to and engagement with discount vouchers by gender. Males react differently to females. Those who will use the voucher tend to want to spend the money on the voucher right away. Knowing this is helping us with near to the counter product placement as male shoppers tend to be lazy.
In addition to placement is the pitch of how they can spend. For example, a guy with a voucher for $1 might say what can I get for $1 and I’d say – put it toward a magazine you don’t usually buy. Some go into the magazine department and do just that. Suggesting how to spend the money works!
Suggesting items guys can buy with a voucher is key – BUT the items need to be things they have to give us more money for, beyond the voucher value.
Guys shopping with their wives and girlfriends are a treat to watch as there can be a fight as to who gets the voucher. The banter is fun for us and for them – connecting our shop with a good experience.
Discount vouchers are continuing to drive excellent results for us – deepening baskets and bringing shoppers back more often.
The key to success continues to be how it’s pitched to customers and how you setup the store with opportunities for spending the vouchers immediately.
These comments could relate to any voucher created with any software or even created without a computer system.