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The worst users come from referral programs, free trials, coupons

andrewchen.com

91–100 of 175 posts

Re: The worst users come from referral programs, free trials, coupons

#91
post #75

Earlier quoted context omitted.

Why the downvotes / disagreement? “People using coupons -> worse customers” makes sense to me. The shop isn’t getting more money from these customers.

Not true. A dollar off coupon will encourage purchasing otherwise ignored products. I buy toothpaste. A dollar off coupon will encourage another brand purchase to a more expensive product that may get repeated. The shop may get addition money by having me buy other items to save me the time of multiple store visits. There is a reason why each week a different item goes on sale. That loss leader leads to more purchase…

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Re: The worst users come from referral programs, free trials, coupons

#92
post #56

The kind of people who ran coupon schemes in the pre-internet days could have told you this. Back in the day, coupon schemes were things like you had to physically cut out and mail in vouchers from newspapers or magazines, and you got a discount on something like groceries in return. The point of this was market segmentation: you want to get people who (1) otherwise wouldn't buy your product, or at least not as much…

I'm actually sort of curious why, sometimes substantial, mail-in rebates seemingly largely went away? I haven't seen one in years. A significant customer of a former employer processed a lot of these out of Minnesota.

They’re still going strong in the contact lens business. Annoyingly so.

Re: The worst users come from referral programs, free trials, coupons

#93

Anecdotally makes sense. Coupons attract scarcity mindset people. If your product targets more time poor money rich growth mindset people, this is a bad fit. My wife has a friend that did every Groupon known to man. She routinely signs up for gyms that have a 30 day special then quits. She says she wants to get in shape but can’t get over her own scarcity mindset to just pay for a regular gym continuously.

It's really weird to frame this as a question of "mindset". I certainly had a "scarcity mindset" when I was younger and had no money. Now that I'm older and have some money I have a "growth mindset". But really the main difference is my access to resources.

I think you’re making a false comparison. Growth mindset is a separate thing entirely. “Growth” versus “fixed” in terms of ability to change your thought patterns.

It’s “scarcity mindset” vs. “abundance mindset”. In terms of ability to gain resources.

A scarcity minded person, such as myself, thinks that they should build extra buffer and not spend their resources, in case they need them in the future. If things go south, you might not be able to make money, so you should have extra somewhere to weather the storm. Resources flowing to you could become “scarce” (in your mind), so you’re cautious.

An abundance mindset person believes that they’ll always be able to find extra somewhere. They don’t need a big savings account because they’ll be able to figure out a way to make money, no matter the circumstance. Resources flowing to you are “abundant” (in your mind), so you are more carefree.

Neither is bad, they’re just different. If you’re older but still tucking away money and trying to not spend too much, etc, then you still have a scarcity mindset (like me).

I personally don’t know if my career will go away in the future, so I’m trying to build a nest-egg to be self sufficient regardless of my work, even though I have plenty of money in my budget to not think about it

Re: The worst users come from referral programs, free trials, coupons

#94
Only tangentially related - one big hardware store chain in Germany ran bankrupt because they started to frequently ran „20% on everything“ marketing activities. The idea was to attract customers who would return when one activity ended, but the result was the opposite: the extra customers only came for the 20% and didn’t return between the activities, and the loyal customers started avoiding the chain and waited for the next program to start.

Re: The worst users come from referral programs, free trials, coupons

#95
post #75

Earlier quoted context omitted.

Why the downvotes / disagreement? “People using coupons -> worse customers” makes sense to me. The shop isn’t getting more money from these customers.

Not true. A dollar off coupon will encourage purchasing otherwise ignored products. I buy toothpaste. A dollar off coupon will encourage another brand purchase to a more expensive product that may get repeated. The shop may get addition money by having me buy other items to save me the time of multiple store visits. There is a reason why each week a different item goes on sale. That loss leader leads to more purchase…

But would you continue to buy it afterwards, or just chase the discounts? Aka:are you truly a "conversion" or just a single discount sale?

Re: The worst users come from referral programs, free trials, coupons

#96
> Incentives are a form of selection and you need to make sure you know what you’re selecting for.

That’s the best insight from the article.

I’m a little disappointed that the leader of one of the world’s most prolific referral programs didn't have more to say about it.

Re: The worst users come from referral programs, free trials, coupons

#97

Only tangentially related - one big hardware store chain in Germany ran bankrupt because they started to frequently ran „20% on everything“ marketing activities. The idea was to attract customers who would return when one activity ended, but the result was the opposite: the extra customers only came for the 20% and didn’t return between the activities, and the loyal customers started avoiding the chain and waited for…

In the US we had Bed, Bath and Beyond which was famous for it's ubiquitous 20% off coupons. I'm not sure if their failure had anything to do with the coupons, but many people, myself included, only went there with the specific intention of using that coupon. They were bought by Overstock and all the stores were shut down.

Re: The worst users come from referral programs, free trials, coupons

#98

Only tangentially related - one big hardware store chain in Germany ran bankrupt because they started to frequently ran „20% on everything“ marketing activities. The idea was to attract customers who would return when one activity ended, but the result was the opposite: the extra customers only came for the 20% and didn’t return between the activities, and the loyal customers started avoiding the chain and waited for…

That's pretty tragic. Did nobody realise that hardware purchases are infrequent?

Re: The worst users come from referral programs, free trials, coupons

#99
post #71

Earlier quoted context omitted.

I did the same with the free money those gambling sites were all giving away. Stayed disciplined and made around $800

Ah with gambling the business model is very different. You just need to be fishing for whales. Somebody can't be a 1000x or even 100x customer on Uber compared to the median. Somebody can easily be a 1000x gambler

Doesn't Uber offer helicopter rides? I'd imagine those people are 100x customers.

Re: The worst users come from referral programs, free trials, coupons

#100
have heard similar feedback from brick + mortar businesses

go-kart track: folks who came in through groupon never converted to repeat customers at full price

boutique fitness franchise: classpass users have low or negative margin, and don't convert to full price. they may be useful to fill out a part-empty class because that incurs no extra cost, but if you're spending new money to host them it's not economical

opposite case of this is pharma, where the subsidies go up the stack instead of down. arguably goodrx is the 'true' price, and the retail price you pay as a walk-in is drastically inflated

there are also communities of people who rotate credit cards to chase the best reward / rebates deals; imo they are behaving rationally in the face of an industry that offers bundles which decline in value over time

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