Electronic coupon guidelines revealed by ISP

Monday, 20 October 2008

The Institute of Sales Promotion (ISP) has launched a series of electronic coupon guidelines with a focus on print-at-home coupons in order to inform marketers of the best practice for distribution of coupons over the internet.

The guidelines were commissioned by the ISP in response to the Internet's significant growth as a coupon distribution channel, reportedly 650% over the past 12 months.

Developed in conjunction with interactive coupon solutions company, Couponstar, the guidelines aim to provide practical advice on the entire internet couponing process from optimal coupon design & layout to advice on targeting, technical security measures and redemption control.

Covering key delivery channels including pure e-coupons, retailer-specific coupons and print-at-home coupons, the guidelines are the first comprehensive summary on distributing coupons over the internet.

The guide discusses the current trends, benefits, opportunities and issues associated with e-coupons as they apply to consumers, manufacturers, retailers and clearing houses and offers advice on how to maximise the success of campaigns incorporating Internet coupons.

As ISP Chief Executive Annie Swift explains, "The ISP is focused on monitoring and maintaining the highest standard of self-regulation within the sales promotion industry and these guidelines are a pivotal step forward for us in our quest to maintain these high standards."

Swift continues, "These guidelines are issued as recommended best practice for the distribution of printable coupons and vouchers online. They will help marketers and their agencies to better understand the challenges of this new medium and navigate quickly through the process to create successful internet coupon programmes."

The guidelines, which are the result of extensive consultation throughout the industry and careful monitoring of the marketplace as it evolves are recommended by the ISP to all users of internet coupons as well as FMCG marketers and retailers as essential reading and are available from the ISP website: www.isp.org.uk

As Jared Keen, Managing Director at Couponstar, concludes: "The pressing demand for tangible return on marketing spend and brand engagement and the increased consumer demands for value within the current economic climate will continue to drive more people to look at sales promotion via the internet, such as the use of internet printable coupons.

"As such it is vital that marketers understand how to maximise the success of their campaigns and avoid the scenarios we have seen over the past few years where control has been lost, and it is great to see the ISP recognising and acting on this need."

Source: The Institute of Sales Promotion