Part 3 – Project
a. Documenting and synthesizing articles which have been written pertaining to your topic.
The Power Lunch: How to Be Successful in the New Digital Coupon Era (Perlstein, 2017)., states that
with digitization and the abundance of consumer data available to companies today, coupons and
respective discount value can be tailored to people with various behaviors and interests. This tailoring
makes it easier for companies to effectively drive trials and reduce the likelihood of cannibalization. I
feel this could be true, but with todays economic climate the consumers have no choice but to try to
save as much as possible and to maximizes every penny available in saving. With this mentality,
consumers will always be cannibalized with respect to savings and getting the most for their money.
4 Ways to Reach Customers with Coupons in a Digital Age (Steiner, 2016)., states online customers
can’t present a paper coupon to a cashier at checkout, which drives the need for a way they can get
the deal virtually. This is done through issuing exclusive “coupon codes,” which customers then paste
into a field before entering their payment information. As a result, coupon code sites have emerged
that allow customers to share coupon codes with anyone else visiting the site. This is true when it
comes to millennials and with a lot of brick and mortar companies transferring to online companies
where they just keep the product in a warehouse until its purchased and ready to ship to the
consumer. The introduction of these digital codes to be used numerous times not only drives the
company to spend but also drives the consumer to use the digital coupon to maximize the savings and
