Forrester Research reports that while more than a third of American households (38 percent) are using online coupons, manufacturers continue to be “ambivalent” about the practice because of concerns about coupon fraud.
However, the report from Forrester says that this is a mistaken perception because “technology providers now employ sophisticated methods of thwarting fraud.” In addition, companies like Procter & Gamble actually split up the coupon-request and coupon-delivery functions, allowing people to order coupons online and then delivering them by mail.
However, the report from Forrester says that this is a mistaken perception because “technology providers now employ sophisticated methods of thwarting fraud.” In addition, companies like Procter & Gamble actually split up the coupon-request and coupon-delivery functions, allowing people to order coupons online and then delivering them by mail.
- KC's View:
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If this disconnect really exists, it is time that more manufacturers get with the program.
It sort of reminds us of the whole dispute regarding downloading music from the Internet. The music companies say they’re losing money because of all these free downloads, and yet they haven’t changed their model to reflect what consumers really want -- which is not to buy a CD with 18 songs when there’s only one that you really want to hear.
Consumers want what they want, where they want it, how they want it, when they want it, and at a price they consider to be reasonable. Smart companies figure out how to meet these wants.
Which is what our next story is about…
