MANHATTAN, N.Y., Aug. 16, 2012 /PRNewswire/ -- SumAll, a leading business analytics company for small and mid-sized online retailers, announced today the results of its discount shopper revenue metrics research. An infographic breaks down the secrets of discount shopper behavioral data derived from over 3,000 participating merchants and nearly half a billion online transactions. Sliced and diced by the best shopping holidays, months, regions, and even by business age, this data offers an edge for online retailers looking to optimize their discount offerings.
Simply put, it's not just the how, but the when of coupon timing. "Discounting is incredibly seasonal and there are certain months, weeks and days where they are more prominent than others," says Dane Atkinson, SumAll's CEO, who confirms November as the best month for discount offerings while March is the worst.
One of the more surprising findings was the difference in discount usage geographically, notes SumAll President Catherine Gluckstein. A Brit herself, she offered insights into the UK mindset, "if you're selling into the British market, be sure to offer higher discounts." There were also big differences across the USA. Californians win in finding the best deals, but unfortunately North Dakota and West Virginia were the least price savvy.
Likewise, as a company matures and its market position becomes assured, phasing out coupons, can help build the company's brand perception among its clientele. SumAll's research found that stores less than three years old were approximately 6% more likely to offer discounts as opposed to older companies that were less than 1.5% likely to offer coupons. Increased profit margins are another supporting consideration for scaling back discount offerings. "The necessity of discounting to promote increased sales volume in early stage businesses becomes less important over time and may eat away at margins for the more mature stores," points out Atkinson.
To learn more, SumAll's Want the Best Deal? Our Guide to Successful Discounts infographic can be found on its e-commerce blog site at http://blog.sumall.com/.
SumAll, a VC-backed startup, is a forward thinking, socially conscious company focused on bringing the full power of real-time business intelligence visualization to small and medium-sized retailers. Today, only the largest companies have access to tools that let them leverage their data to make better decisions and more money. Our vision is to bring these tools to everyone by making data beautiful, affordable and accessible. For more information, visit https://sumall.com/