Retail · 2 min read
The coupon was redeemed 800 times. How much extra product did it sell?
Till receipts show where a discount was used. Estimating extra sales takes a comparison you set up before the offer goes live.
A shopper activates a coupon in an app, picks up their usual shampoo and claims the discount at checkout. The campaign records a redemption. Would they have bought the same bottle at full price? The receipt alone cannot tell you. For a local example of how shoppers access digital offers, dm BiH describes the benefits available through its active beauty programme. dm BiH app benefits
In an illustrative promotion, shoppers redeem a KM 2 coupon 800 times. If the retailer funds the whole discount, it has given KM 1,600 in discounts. That figure belongs in the report with confidence. The total value of the baskets containing a redemption answers a different question: how much the people who used the coupon spent at checkout.
Set aside a comparison group
Before the next promotion, randomly split eligible customers into two groups if your programme supports it. Give one group the coupon and leave the usual offer in place for the other during the measurement period. Compare units sold per customer assigned to each group, including people who bought nothing. Looking only at people who activated the coupon selects for shoppers sufficiently interested to open it.
Follow sales for the week after the promotion as well. Someone who bought two discounted bottles may simply have brought forward their next purchase. Before repeating the offer, estimate the difference in gross profit per assigned customer, accounting for the discount and any supplier contribution. That gives the retailer a basis for deciding whether a popular coupon is worth funding again.