Borders analyzes efficacy of its email coupon program

Borders analyzes efficacy of its email coupon program
Tags: Consumer Behavior, Marketing, Online Retailing, Psychology, Retail - General, Shopper Marketing, Specialty Stores
February 10, 2008

Stores: Kevin Ertell, vice president of e-business at Borders Group, wanted a clearer understanding of how behavior differed between "coupon seekers" (shoppers who are most interested in sales and promotions) and "content seekers" (those most interested in offerings such as author interviews and book excerpts). Analysis found that e-newsletter coupons drove more people into Borders stores. Once there, however, those who were categorized as content seekers ended up being 31 percent more satisfied than coupon seekers and were 13 percent more likely to buy something in the store.