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Crack the code for success

Voucher codes give savvy retailers the chance to reach a new audience and build brand as well as revenue.

Many retailers are now taking advantage of affiliate marketing schemes but voucher codes are another way to reach a new audience and potential extra revenue.

One popular voucher code site is VoucherCodes.co.uk. It partners with retailers to offer discounts to customers, who can search the site by sector. This means that all fashion offers are collated into one space, making the site easy to navigate. Users can view the available discounts in list format, with the retailer logo displayed clearly on the left-hand side.

VoucherCodes works with a number of fashion brands and high street retailers including Debenhams, Warehouse and Fullcircle. It allows retailers to specify offers down to product level (when Drapers visited the site a discount code was on offer for £25 off a specific linen skirt at Fat Face). This filter ability gives retailers control over discounted offers and the time they are available.

Rav Dhaliwal, affiliate marketing manager at lingerie etailer Figleaves, says: “We use voucher codes as part of our overall ecommerce and online promotional strategy. We’ve been able to drive significant volume at key trading periods.” VoucherCodes takes a percentage of the value of the product once a transaction has been completed - the percentage varies by retailer.

The user feels they are getting a bargain as well as being introduced to new labels or retailers. This encourages return visits and larger basket sizes. Vouchers are either redeemable online or printable to encourage footfall to store. This also allows the retailer to track its campaign and strategise its voucher offering accordingly.

With more than four million visitors a month and a newsletter reach of more than two million members, VoucherCodes allows retailers to take advantage of a vast, established audience and create further brand awareness as well as sales.

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