CoolSavings introduces a multi-channel coupon program

Online coupon provider CoolSavings LLC is developing a program specifically targeting multi-channel shoppers. Until now, retailers have chosen to focus coupons on one channel or another. With the CoolSavings Buy Anyhere program, customers can use the coupons in the channel of their choice. "This allows retailers to respond to what customers want, which is to shop in whatever channel they want whenever they want," a CoolSavings spokeswoman tells InternetRetailer.com.

Retailers can offer coupons through any combination of the CoolSavings.com web site, online newsletters, e-mail, direct mail or the Internet-wide CoolSavings Marketing Network. The offers will include such information as store locations, a web site link, or an 800-number to make a purchase or request a catalog. Multi-channel coupons will be highlighted with a Buy Anywhere logo.

"Buy Anywhere is really about recognizing and gearing your marketing strategy to today`s consumer shopping habits," says Mathew Moog, president and CEO of CoolSavings, which tested Buy Anywhere with Staples Inc. "We have found that targeted e-mail promoting an online-only offer often delivers significant traffic and sales at the advertiser`s brick-and-mortar stores as well as its web site. For one national department store client, e-mail promotions actually drove four times as many offline purchases as online.”