Vouchers have long been accepted as a mechanism for generating sales, recognising loyalty and attracting new customers.

Digital vouchers can turn online browsing into in-store shopping

Digital vouchers transcend the online retail space by allowing consumers to benefit from the perceived value of online shopping while receiving the instant gratification that comes as part of the high street experience.

A digital voucher presented at the correct point in a consumer’s shopping journey can convert an online browsing experience into an in-store shopping experience.

In a survey conducted by Vouchercodes.co.uk, more than a third (37%) of ABC1 consumers have printed off a voucher received through an online promotion and redeemed it in a bricks-and-mortar store.

In addition, 12% of those surveyed have used a voucher through their mobile device in store.

A quarter of smartphone owners surveyed by IMRG are already accessing retail websites while they’re in a high street store.

Digital vouchers allow consumers to access a discount instantly - securing the best deal and retaining a sale in a bricks-and-mortar store.

Marina McKeever, senior sales director at Vouchercodes.co.uk, says: “Digital vouchers drive incrementality and can convert browsers into buyers.

“They encourage repeat custom and brand loyalty, they give companies the opportunity to target potential customers and can act as a data gathering tool.”

She adds that digital vouchers can give retailers access to new insight about the changing habits of their customers.