Interpreting the report ‘Overcoming Over-Discounting’ from Sussex Innovation Centre  of 100 people using voucher codes in 2017, 44 of them had not used voucher codes in the previous year! This is an immensely high growth that should not be overlooked., 51% to be exact.
However, any merchant whose underlying platform doesn’t allow them to use single-use codes is in trouble.
A multi-use code is handed out with good intentions. You offer say 10% off to lapsed customers. You make the marketing decision of giving a select few an attractive and healthy discount to get them back to using your business.
However, it only needs to be shared once outside of the intended catchment crowd for your promotion, its vital data feedback, and most importantly you’re margins to get maimed.
By the time you discover that the majority of people using the code were not the intended audience, and instead one of the 10 million+ monthly users of voucher sharing sites, then it’s too late, the horse has bolted and this particular horse is galloping away with your profit!
If what you want is a viral campaign then multi-use codes are undeniably brilliant. Voucher sharing sites ferociously hunt down vouchers, wanting to post as many as possible to its huge customer base. But their customer base is not your customer base.
If you want control then you must issue a unique single-use discount code to each individual person.
You can still distribute your offer to voucher code sites, but now you can be selective. Restricting your promotion to your desired site, your desired audience, not the myriad of others. Indeed, as 94% of senior level executives believe, targeted, personalised marketing is critical to affective marketing, so it’s vital to keep your promotions tailored.
You must continue to target the right people, limit your promotion and most importantly keep it under your control – good marketing needs good control to function well. However, the moment a multi-use code is published to the voucher sharing sphere then all control is lost.
Of course, a retailer can still say ‘the larger voucher code crowd is important to me’ but you want to be able to say that when you want. You want to dictate the marketing strategy not let the public do it for you. If you can’t control your discount codes then you can’t control your profit.
With single-use codes you can make Profit Conscience Discounting the cornerstone of every promotion.
Get control, get single-use codes, get profit.
 Sussex Innovation Centre ‘Overcoming Over-Discounting’ Report
 Data according to SimilarWeb Extension – https://www.similarweb.com/
 PwC’s Digital Services Group – https://www.pwc.com/us/en/increasing-it-effectiveness/forrester-customer-personalization-power.html