»  Shoppercentricity

Two different articles, two different topics, two different industries ultimately lead to one question:
Are purchase incentives changing or shifting behavior?

Whether we are talking about rebates or coupons, there is little debate post recessionary consumers are looking for deals. And as a result, shopper marketing has become very focused on delivering those incentives that reduce and eliminate barriers to purchase, enabling your target to select your product. 

However, it is important to ensure you are delivering this value through the lens of long term, that your price is a reflection of the value of a brand. Rebates and coupons have the ability to drive immediate action, but if they are not based on leveraging shopper insights to convert this short term action into longer term preference, then are you really leveraging the strongest in-store marketing tactic to change behavior?

Whether at the point of sale, online or any other touch point, as marketers we are in the business of influencing product selection, creating brand preference, then leveraging that preference to build loyalty. Your rebates and coupons should be leveraged as a marketing tool to deliver this long term behavior shift, not just a short term sales gain.