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Voucher code sites and fashion brands: Protecting brand image in the voucher channel

Over the past few years voucher sites have been growing in popularity with consumers and can be a huge driver of sales for brands engaging in performance marketing.

However, you may wonder whether vouchers negatively affect the brand image, and if so, what can be done to mitigate this while taking advantage of the benefits these publishers can offer?

Exclusive Codes

Just because you offer a code to one publisher doesn’t mean it has to appear on the site of every publisher you work with. Some networks have technology that allows you to issue a code to a publisher on an exclusive basis ensuring that where that code is used, commission is always attributed to that particular publisher. Exclusive codes not only allow you to be incredibly selective over the voucher sites on which your brand is appearing, but also help to foster a feeling of exclusivity on the customer side.

Intelligent Discounting

Rather than running a generic discount such as ‘10% off all orders’, think about the type of discounts you are offering. If for instance, your average order value is £80, offer users a voucher for ‘10% off orders over £100’. The perception of the brand as a high end retailer is reinforced and research has repeatedly demonstrated that users will spend more to take advantage of the saving. You can also be selective by offering discounts only for a short time or on selected lines which again helps create a feeling of exclusivity.

Code Alternatives

You can also work with voucher sites by offering an alternative to a code, such as a bespoke sale/clearance page. To optimise results, ensure the page is only accessible from the publisher site and not from within your site itself; this allows you to attract new buyers while avoiding any damage to brand perception amongst existing customers.

There’s no doubt that voucher publishers offer considerable reach, in part because their user demographics are diversifying. Vouchercodes.co.uk’s Voucher Usage Report for Q3 2012 highlighted that higher earners are increasingly using voucher sites, with over 60% of consumers earning £40,000-60,000 having used vouchers in the last year. With the shift in the perception of both voucher publishers themselves and of the brands appearing there, this could be the ideal time for open minded brands to explore this avenue.

Karolina Turner | Webgains

Account Manager, Karolina looks after a range advertisers and agency clients at Webgains including numerous fashion brands.

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