Combatting customer shakedowns: how to make sure offers don’t dent your bottom line

Unfortunately, you won’t find dedicated and innovative marketers behind the unprecedented growth of ecommerce. The digitally savvy shopper is the real driving force, reaping the benefits of your hard work.

They’ve cottoned on to your tactics, and now, they’ve got the tools and talent to work them in their favor. It may feel like a constant struggle, but we’re here to tell you that it doesn’t have to be this way.

Not too long ago, dotmailer teamed up with YouGov to undertake some hefty research on your behalf. We wanted to uncover the tricks customers use to get the best deals around. With the findings we’ve put together a handy cheatsheet to show how you can game the system and beat these super-smart shoppers at their own game.

What did we find?

#1: consumers love offer-led marketing

Consumer insight: offer-led marketingHow do we know this? Well, 66% of UK consumers and 71% of US consumers said they’re more likely to buy online from a brand that’s sent them a money off voucher.

In fact, 39% of UK consumers and 41% of US consumers said they’d happily part with their email address to get money off or discount codes.

#2: getting the best deal matters

Consumer insight: shopping around

 

So much so that 80% of UK customers and 73% of US customers said they’d be willing to do extensive research to secure the best possible deal online.

 

#3: shoppers will abandon carts as they shop for the best deal

Consumer insights: abandoned cart strategy

Consumers from the US (15%) and the UK (13%) will abandon shopping carts in the hope that brands deliver a last-ditch discount to close the sale.

Plus, around a fifth (19% US; 17% UK) abandon their carts on different websites to compare deals.

 

#4:  Sales days are only getting bigger

Consumer insights: sales day tactics

 

40% of US consumers are more likely to hold off from purchasing until dedicated sales days.

Slightly smaller but still growing, 30% UK shoppers will use the same tactic.

 

Gaming the system download

Where  do we go from here?

Now, find out how to use these findings to level-up your marketing by downloading our latest cheatsheet – Gaming the system: beating the consumer at their own game.