Check-out couponing

The check-out couponing is since 1983 in the United States encountered in Germany introduced and since 2003 a marketing tool , which as a variant of couponing an individual issue of coupons ( discount coupons ) in consumer goods made possible. The coupons are issued directly on the cash register system or on other POS devices, sometimes as an imprint on the receipt .

The key point of checkout-related couponing is the automated creation of coupons, depending on the individual buying behavior of the consumer , which grant a price reduction ( discount ) on certain products in the respective supermarket or consumer market. To do this, the check-out couponing system analyzes the receipt for the respective shopping cart at the end of the purchase process. If a customer card is available, the customer's past purchases can also be included. In the event of a match with the programmed output conditions, one or more coupons tailored to the customer's purchases are printed.

For consumer goods manufacturers , the use of check-out couponing in retail is mainly about reaching new buyers, encouraging consumers to switch or increasing their purchases. This marketing tool is sometimes used to support the introduction of new products. The retail chains are also interested in encouraging customers to make repeated purchases in the store.

The check-out couponing that is common today was introduced in 1983 by the American Catalina Marketing Corporation in the USA and subsequently also used in several European countries, in Germany since 2003. In the meantime, other providers and service providers for cash register-related couponing are on the German market for merchandise management systems. In addition, there are also own implementations, which are mainly used for self- marketing, at various retail chains, such as Aral , dm-drogerie markt and drugstore Müller .

literature

Wolfgang Hartmann (Ed.): Manual couponing. Gabler Verlag, Wiesbaden 2003, ISBN 3-409-12350-4 .

Hermann Simon , Martin Fassnacht : Price Management . Strategy - Analysis - Decision - Implementation. Gabler Verlag, Wiesbaden 2006, ISBN 978-3-409-39142-9 , p. 497.

Burkhard Friedrichsen : Intelligent couponing at the point of sale. GRIN Verlag, Munich 2008, ISBN 978-3-640-23126-3 . Thesis; also as an e-book ; extracts can be viewed online at Google Book Search as digital copies.

Individual evidence

↑ ^a ^b Check-out couponing. Useful paperwork (PDF; 119 kB) , article by Markus Oess in the specialist magazine Lebensmittel Praxis , issue 16/2008, pp. 16-18 ( PDF file; accessed on March 26, 2009).
↑ The receipt as a coupon , article / interview by Ilka Machemer in GS1 magazine , No. 1/2008, pp. 24–26 ( PDF file; accessed on March 26, 2009; 155 kB).
↑ ^a ^b Marketing. The second return of the discount stamps , article by Maike Telgheder in the Handelsblatt on August 18, 2006 (accessed on March 26, 2009).

[Lebensmittel-Praxis-1] Check-out couponing. Useful paperwork (PDF; 119 kB) , article by Markus Oess in the specialist magazine Lebensmittel Praxis , issue 16/2008, pp. 16-18 ( PDF file; accessed on March 26, 2009).

[2] The receipt as a coupon , article / interview by Ilka Machemer in GS1 magazine , No. 1/2008, pp. 24–26 ( PDF file; accessed on March 26, 2009; 155 kB).

[Handelsblatt-3] Marketing. The second return of the discount stamps , article by Maike Telgheder in the Handelsblatt on August 18, 2006 (accessed on March 26, 2009).