Observed Signal · Jan 28, 2020 · Partnership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Couponing & Offers Management in 2020
Couponing remains a key driver in German affiliate and partner marketing in 2020, with 15–30% of online shoppers still searching for vouchers before purchase. The article outlines three main advertiser challenges in couponing: (1) gaining stronger control over offers and coupons to ensure valid, up-to-date promotions; (2) delivering a consistent, high-quality brand experience across the entire customer journey; and (3) distributing offers across all relevant channels, including coupon portals, social, SEA, and beyond. It highlights innovations from technology providers, notably the Hamburg-based startup Vchfy (Vouchify), which offers software to build and manage a dedicated offer/coupon page within a brand’s shop design, featuring dynamic campaigns and gamification to improve margins. Partnerize and Vchfy are jointly developing a pilot to efficiently distribute coupons and promotions to partners and channels, with advertiser-controlled validity. The project is currently in concept and will undergo further evaluation with advertisers before finalization.
Moderate industry relevance; article discusses couponing innovations and a pilot collaboration between Partnerize and Vchfy.
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Key Takeaways & Evidence Grounding
- Couponing remains a major revenue driver in German affiliate and partner marketing.
- 15-30% of German online shoppers search for coupons or discounts before purchase.
- In 2017, German shops earned over 800 million euros from couponing, excluding Amazon, Otto, and Zalando.
- Hamburg-based startup Vchfy (Vouchify) developed software to create and manage a branded coupon/offer page with dynamic campaigns and gamification.
- Partnerize and Vchfy are piloting a tool to distribute coupons across partners and channels with advertiser-controlled validity.
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