STORES Magazine published an article on Jackson Hewitt’s success last tax season with online coupons and various marketing strategies for driving tax filings into their network of over 6,000 stores. Very interesting metrics shared and an overall great article. Check it out here. My take on this is that offline merchants need to use online coupons to complement their other efforts. It is increasingly clear to marketers that their customers are beginning the purchase process online often by searching for related products, services and associated offers. If you don’t have visibility there at the start of the process, acquiring that customer becomes that much harder after they’ve engaged with your competitor. Unless the consumer’s first impression of your competition is negative, chances are pretty good that you’ve lost the sale.
