Online coupons drive incremental business

"Online coupons and promotion codes drive incremental business: Offering coupons and deals generates new users and increases overall user spending. Active coupon users reported spending over $800 more per year with e-commerce merchants than less active coupon users ($1,850 versus $1,025). In addition, 74% of active coupon users indicated that they would be likely to try a new brand if they received a coupon or promotion code versus 54% of less active coupon users.
Online coupons and promotion codes positively influence the purchase cycle by reducing shopping cart abandonment, improving conversion rates and reinforcing positive feelings about brands. Additionally, 88% of respondents said that promo codes or coupons “close the deal” on their decision to make a purchase.
Reduced shopping cart abandonment: 60% of respondents indicated that if they received an online coupon or promotion code they would be more likely to reconsider purchasing a product that they had put in their shopping cart but had not bought.
Improved brand loyalty and reputation: 80% of respondents indicated that offering online coupons or promotion codes improves a company’s brand image, with an impressive 88% of respondents saying that they have positive feelings toward companies that offer coupons."

Source:  Research by Forrester Consulting for Whaleshark Media, reported in a press release, 5th October 2011