Forrester Research’s March 2006 best practices report entitled “How Brands Can Rejuvenate Their Online Coupons” discusses how consumer products marketers can realize the benefits of online coupons.

According to Forrester, “Today, online coupons make sense as a spicy ingredient for buzz-building campaigns, as a loyalty tool, as a source of offer and pricing insight, and maybe even as lift for products aimed at younger, hipper audiences. To get Web coupon programs up to speed, CP marketers need to understand how adoption has changed, bring big brands online to revitalize the channel for consumers, kick usability up a notch, throw in some email marketing basics, and get proactive in their relationships with vendors.”

Forrester’s report emphasizes the importance of selecting capable vendors:

“A marketer adding coupons to communications with highly valued consumers might choose E-centives to leverage its email marketing platform and focus on streamlined consumer experience.”

Forrester’s report also highlights the Gerber® brand website, powered by E-centives, as exemplifying best practices in consumer experience execution and usability principles in order to improve online coupon campaign performance.

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