Gutscheine als Marketinginstrument

Fast jeder kennt sie, fast jeder nutzt sie: Gutscheine. Gerade im Medium Internet, in dem die Verbreitung problemlos und meist kostenlos möglich ist, erfreuen sie sich wachsender Beliebtheit.

Gutscheingruppen:
Gutscheine können grundsätzlich in drei Gruppen eingeteilt werden:

  • Zunächst gibt es die Warengutscheine, bei denen der Kunden gegen Vorlage des Gutscheins eine bestimmte Ware oder Dienstleistung erhält. Als Beispiel sei hier das “Freigetränk” in Diskotheken oder Fast-Food-Restaurants genannt.
  • Weiterhin gibt es Gutscheine, die dem Unternehmen ihren Kunden einen prozentualen Rabatt bei seinem Einkauf gewähren:
    Häufig wird dies mit Worten wie z.B. “Mit diesem Gutschein bis zu 20% sparen”, beworben. Hierbei kann generell oder nur auf ein bestimmtes Produkt ein Rabatt gewährt werden.
  • Die dritte Gutscheinvariante bietet einen festen Betrag als Kundenvorteil: Der Kunde bekommt bei seiner Bestellung oder seinem Einkauf den Betrag X angerechnet und zahlt dementsprechend weniger.

Bedingungen:

Häufig sind Gutscheine an bestimmte Bedingungen wie die Dauer der Gültigkeit oder einen bestimmten Mindestbestellwert gekoppelt.

Die Möglichkeiten, Gutscheine zu verteilen bzw. an Gutscheine zu kommen sind vielfältig:
In Tageszeitungen kann man sie ausschneiden, sie werden als Flyer verteilt oder finden sich als Postwurfsendung im Briefkasten. Insbesondere bei Versandhäusern werden auch regelmäßig personalisierte Gutscheine in Briefform verwendet.

Gutscheine im Internet:

Im Internet gibt es unzählige Möglichkeiten, an Gutscheine zu kommen. Z.B. kann man sich für sogenannte Gutschein-Newsletter anmelden oder eine der vielen Internetseiten besuchen, die Gutscheinaktionen aufführen und die entsprechenden Gutscheine zumindest verlinken.

Pro:

  • gezielte, kurzfristige Umsatzsteigerung für bestimmte Produkte (abhängig von der Art des Gutscheins)
  • Neukundengewinnung durch Aufmerksamkeitssteuerung
  • gezielte Zielgruppenansprache
  • Sparmöglichkeit für Kunden
  • anhand der Gutscheinnummer Kontrollmöglichkeit, wie erfolgreich eine Werbemaßnahme (z.B. Anzeige) war

Kontra:

  • unter Umständen keine langfristige Kundenbindung
  • Kosten für Gutscheinaktionen schlecht planbar
  • Umsatzminderung durch Gewährung der Gutschein-Rabatte
  • Aus Kundensicht: oft sind Gutscheine an Mindestbestellmengen oder erst ab einem bestimmten Betrag einlösbar
  • oft nur für ein bestimmtes Produkt gültig und zeitlich beschränkt

Fazit:

Gutscheine sowie Gewinnspiele bieten für beide Seiten, sowohl für das Unternehmen als auch für den Kunden eine Menge Vorteile und nur wenige Nachteile:
Unternehmen können für sich, ihre Produkte und Dienstleistungen werben, neue Kunden gewinnen und auch prüfen, wie erfolgreich ihre Werbemaßnahmen waren. Ihre Kunden haben die Möglichkeit, Geld einzusparen – dafür müssen sie allerdings die Gutscheinbedingungen, im wahrsten Sinne des Wortes, ‘in Kauf nehmen’.

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