But I, like Laura Ries, have some concerns that advertisers who use these vehicles are training consumers to only shop their store when they have a coupon. In a recent article Laura Ries says ...
"Think about it. The effects of coupons, sales and discounts are exactly the same as cocaine. The first time you get a discount card in the mail you are elated! Wow! 10% off, 20% off, 2-for-1! You might rush out to the store and take advantage of the offer. But next time you drive by that store you think, I’ll just wait and see if there are any more coupons coming. Next time you drive by that store you get mad since you forgot the coupon. Eventually you refuse to step into the store without a coupon."
My wife and I were doing some Christmas shopping a few weeks ago at Kohls. The items we were shopping were 65% off, plus we had an additional 15% off over and above that.
Why would I every pay retail again?
Can you teach an old dog new tricks? In this case and to the detriment of brand building, I believe the answer is a resounding YES.