AN EVALUATION OF DIGITAL COUPON STRATEGIES ON SALES PERFORMANCE: EVIDENCE FROM A RETAIL CHAIN IN KANO.
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Background of the study:
Digital coupon strategies are widely employed to incentivize purchases and drive sales performance in the retail sector. Retail chains in Kano are increasingly integrating digital coupons into their marketing mix to attract price-sensitive customers and stimulate repeat business (Adeleke, 2023). These strategies leverage mobile apps, email campaigns, and social media promotions to deliver targeted discounts and offers that enhance customer engagement and conversion rates. Digital coupons not only provide immediate purchase incentives but also enable retailers to collect valuable consumer data for future targeting. However, challenges such as coupon overuse, redemption fraud, and ineffective segmentation can limit the impact of these initiatives. This study examines the effectiveness of digital coupon strategies on sales performance for a retail chain in Kano, evaluating metrics such as redemption rates, incremental sales, and customer retention. The research aims to provide actionable recommendations for optimizing digital coupon campaigns to maximize revenue and enhance customer loyalty (Ibrahim, 2024).
Statement of the problem:
Despite the potential benefits, retail chains in Kano often face difficulties in leveraging digital coupons effectively due to issues such as low redemption rates, coupon misuse, and poor targeting (Adeleke, 2023). These challenges result in suboptimal sales performance and reduced return on investment, necessitating a critical evaluation of current digital coupon strategies (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of digital coupons on sales performance.
To identify challenges in implementing effective coupon strategies.
To propose recommendations for optimizing digital coupon campaigns.
Research questions:
How do digital coupons influence sales performance in retail?
What challenges affect the effective use of digital coupons?
What strategies can improve coupon redemption and sales outcomes?
Significance of the study:
The study offers practical insights into improving digital coupon strategies, helping retail chains in Kano boost sales performance and customer retention through more effective promotional tactics (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to a retail chain in Kano, Nigeria, focusing solely on digital coupon strategies and their impact on sales performance.
Definitions of terms:
Digital Coupons: Electronic vouchers offering discounts or promotions.
Sales Performance: The effectiveness of sales strategies measured through revenue and conversion rates.
Retail Chain: A network of retail stores operating under a unified brand.
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