November 1, 2002
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CoolSavings offers online tool for
leveraging offline sales |
Through CoolSavings, retailers can advertise to local customers, using the Internet to drive in-store sales. Upon establishing your target market, you can create online coupons that will appear to viewers matching your ideal demographic. This approach distinguishes itself from so many others that strictly promote online sales, leaving traditional businesses out of the picture.
Despite 90’s dreams that most transactions would be made on the Internet, the world, including Chicago, still relies on local businesses for purchasing most goods and services.
CoolSavings, an online direct marketing and media company most famous for its online coupon and advertising services, is one company bridging the gap between the Web world and brick-and-mortar businesses.
As opposed to push advertising, where ads are forced upon the consumer, the CoolSavings site primarily uses a pull model, where users seek vendor offers. This works well with the entire concept of eBusiness – users intuitively understand that they can find what they want on the Web and tend to ignore obvious advertisements. With CoolSavings, businesses have the opportunity to market using coupons to consumers who voluntarily come to the site and specify, explicitly or implicitly, the goods and services that they desire. In this exception, users are looking for ads.
Using a built-in matching (vendor-consumer) technology of the site, sellers have the chance to hone in their advertising to a specific market of the 20 million registered members based on household information, previous activity on the site, shopping habits and interests. This creates a unique situation where storefront businesses can use the traditional means of coupons in a rather untraditional manner.
CoolSavings also provides services in the form of online promotions, lead generation programs, targeted e-mail campaigns and member survey studies.
Visit www.coolsavings.com.
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