This is a great article from CNN Business about how the overuse of coupons ultimately led to the demise of Bed Bath and Beyond:

"For decades, blue and white paper coupons defined Bed Bath & Beyond’s brand, popping up everywhere from the movie “Old School” to notorious mobster Whitey Bulger’s junk drawer.

But the iconic 20%-off coupons, which became known as Big Blue, ultimately contributed to the cornerstone retailer’s fall into bankruptcy. On Wednesday, Bed Bath & Beyond will stop honoring Big Blue coupons for good.

Once a hugely popular marketing tool, the coupons backfired as the retailing business changed." 

Read the Full Article >>

Coupons can be a great part of your marketing mix, but you have to use them the right way. For example, they should be for a limited time, targeted at new customers and preferably a buy one get one so that you don't lower the perceived value of your products.

I go into greater detail about how to use coupons in my book 7 Keys to Marketing Genius which you can download for free.

Have a question about how to use coupons? Let me know.