We suppose an apology is in order for what we are about to say. Why? Well, because despite the fact we have gleefully skewered bad advertising since 2001, we also realize that there are actual, caring human being involved in the creation of good and bad advertising.
So let's be clear, this -- as it always has been -- is critique of the work, not the people behind it. OK?
Let's just come right out upfront and say it; coupon sites do not steal sales from merchants. Oh really, some of you may say? Yes, really. Stick with me as we walk through how coupon sites can actually be of tremendous benefit to a merchant.
Now, in some cases, coupons do have the ability to steal sales but only if the merchant has not identified how to properly handle them in the affiliate channel. Any merchant that has a promo code field in their shopping cart or somewhere else in the purchase process is inviting the consumer to take 30 seconds, open up another tab or window and search for a deal.
And, yes, this happens often... so often there's a well-known term for it; shopping cart abandonment. But, remember, there are many forms of shopping cart abandonment and though, technically, this is one of them, in many cases it isn't and doesn't have to be. And this is one of the reasons coupon sites can be great for merchants.