From Campbell and Schau 2019 Lets Make a
From: Campbell and Schau (2019) Let’s Make a “Deal” How Deal Collectives Coproduce Unintended Value from Sales Promotions
From: Campbell and Schau (2019) Consumers Love Getting Deals n n n 174 million consumers planned to shop during Black Friday in 2017 to get good deals. But many consumers want more than a deal. They want to get a deal that they think was unintended by a company, such as combining multiple coupons to get an item for free. This is a very popular activity among some consumers: One of the largest deal forums in the USA receives over 10 million visitors a month.
From: Campbell and Schau (2019) What Motivates Deal Forum Visitors? n n Subversive shopper feelings: ego-related affect emanating from a consumer shopping in a manner inconsistent with established norms or rules Secondary motivations q Smart shopper feelings q Gamification involved in finding a good deal q Social benefits from sharing deals with others
From: Campbell and Schau (2019) Types of Unintended Value Created n Errors in targeting n Errors in pricing or promotional terms n Loopholes that allow combining or “stacking” multiple promotional offers together
From: Campbell and Schau (2019) Deal Forums Improve Deals “The people who are posting deals usually work them individually, but you'll often see someone post a deal and then someone post a reply that either improves the deal, or puts a different spin on it, saying, ‘You can get the same deal on this other product, ’ or retailer, for the same price. It is really a community effort, in terms of someone starting off with a deal and then others building on it. ” - Fred (Deal Forum
From: Campbell and Schau (2019) Mistakes are Highly Attractive “Some of these people find things, and I'm like, ‘How in God's name do they ever come across that? ’ Sometimes it'll be mistakes or things that. . . The website, a fluke in the website or something where if you hit a certain combination of key strokes, or you go in and you put it in your cart, and then you log out, and then you come back in, and then you can put another coupon on it. … How those guys find those things … It's just incredible. ”
From: Campbell and Schau (2019) Unintendedly Good Deals Often Inspire Purchase Beyond Need Participant’s personal stockpile of household goods purchased from deals Participant’s personal stockpile of personal care products purchased from deals
From: Campbell and Schau (2019) What Should Companies Do? Low Enable Deter (Break large coupons into smaller (single-use discount codes, stackable coupons, limit time frame 1 code per customer) where coupons overlap) Monitor Resist High Potential for Deal Forums to Damage Firms Potential for Deal Forums to Benefit Firms Low High (create decoy deals, stop sending promotions to consumers who abuse them) Encourage (use non-unique discount codes, distribute multiple discount codes together)
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