This term refers to a promotional sales technique. It is based on the use of coupons allowing buyers to take advantage of a discount or a partial refund on the price of a specific product. Generally the coupons are either :
- printed directly on the product packaging,
- distributed to customers at the entrance of the store,
- distributed to mailboxes,
- printed on the packaging of another product of the brand. In this case, we talk about cross-couponing.
Brands use this sales technique when they want to re-launch a product that is having trouble selling. Coupons can also be offered as part of a new product launch campaign. They allow brands to promote the product and encourage customers to try it. The discounts offered are also a good way to build customer loyalty. Today, couponing is widely used in the retail industry.