Coupons and promotions have become a popular way to engage customers. However, if you want to increase the success of your coupon campaigns, customers need to understand the fine print and guidelines associated with coupons and cart promotions you offer. Imagine the following scenario: a customer finds your online store, signs up for your newsletter, waits for a follow-up email with a welcome discount coupon, only to find out that the promotional campaign excludes his/her shoes of choice from the promotion. That’s an immediate kill-joy, right? Clearly stated coupon terms and conditions can be your safety net to avoid letting your customers down.
In this article, I will walk you through the essential rules and restrictions that often accompany coupons and promotions.
Coupon terms and conditions refer to the specific rules and guidelines that govern the use and redemption of coupon codes. These conditions typically specify important details such as the coupon's expiration date, the eligible products or services, any minimum purchase requirements, and whether the coupon is valid with any other promotional offer. They may also specify any restrictions on the number of times the coupon can be used per customer or transaction. It is important for customers to carefully read and understand these terms to ensure a successful redemption.
Clear coupon terms and conditions are of utmost importance for several reasons. Let's explore why they play a vital role in ensuring a positive experience for both brands and customers:
Your coupon terms ensure that customers are fully informed about the details, restrictions, and requirements of a coupon or promotional offer, promoting transparency in business transactions and enabling customers to make informed decisions.
By including terms and conditions, brands can ensure compliance with relevant laws and regulations such as, for instance, the Omnibus Directive which states that brands must provide transparent information regarding the terms and conditions of promotions or discounts. This includes specifying the length of the promotion, any restrictions or limitations, and any other pertinent details essential for consumers to be aware of.
Coupon terms and conditions help businesses limit their liability by clearly defining the scope and limitations of the promotion. This prevents misunderstandings and potential disputes by setting clear boundaries for what the coupon can be used for and under what circumstances.
Including specific terms and conditions helps safeguard against coupon abuse and fraudulent activities. By outlining such rules as eligibility criteria, redemption limits, expiration dates, or reserving the right to suspend or terminate the account of a given user in case of suspected fraudulent activity, brands can protect their promotional offers from being exploited.
Clearly defined terms and conditions help manage customer expectations and enhance the user experience. When customers understand the conditions associated with a coupon or promotion upfront, they are less likely to feel misled or disappointed, resulting in a more positive customer experience overall.
Below, you can find a breakdown of the most popular coupon terms and condition examples based on 50 popular e-commerce brands and their May/June 2023 promotional campaigns.
From the data we have collected, the most popular rule in promotional coupon campaigns is limiting coupon usage with other promotional offers (76%) and eliminates the possibility of coupon stacking. This can be a result of either a conscious choice to secure margins better or software limitations as plenty of ready coupon plugins do not offer stacking functionalities.
What’s more the majority of e-commerce stores incorporate exclusion rules based on premium products, licensed collections or on-sale products. Sadly, some of these brands do it in such small print that you have to work up a sweat to find the list of excluded products, which ultimately leads to poor customer experience.
More than 50% of the cases surveyed also clearly mark such restrictions as time limits or a rule stating that coupons are not transferable and not redeemable for cash, credit, or toward previous purchases.
Less than half of surveyed brands clearly underline the redemption limits, non-applicability to taxes, shipping and handling charges or that a given coupon discount excludes gift cards and e-gift cards purchases. The absence of such a rule in coupons terms and conditions leads to ambiguity and in most cases, confusion, hindering customer journey altogether.
As you can see below, the geolocation rules or the minimum spending threshold are mentioned less frequently as well, although this may be due to the specifics of a particular coupon campaign, or again, promotion software limitations.
When creating promotional coupon terms and conditions, think about the following aspects:
Clearly define who is eligible to use the coupon, such as new or existing customers, or specific demographics, to ensure that the offer reaches the intended audience.
State the start and end dates of the coupon's validity to establish a clear timeline within which customers can redeem the offer.
Specify the discount or benefit provided by the coupon, whether it is a percentage off, a fixed amount, or a specific product or service included in the promotion.
Clearly outline any items or categories that are excluded from the coupon's application, such as gift cards, on-sale products, premium items, or specific brands, to prevent misuse or confusion.
Detail any limitations on how the coupon can be used, if it is valid only for specific geolocations, or if there are any minimum spending thresholds.
Define whether or not you allow coupon stacking, meaning combining multiple coupons or discounts on a single purchase.
Explain how customers can redeem the coupon code, make coupon redemption limit clear, specify whether it is valid for online checkout, in-store, or any other specific instructions for redemption.
Include measures to prevent coupon abuse or fraudulent activities, such as prohibiting the reproduction, coupon social media sharing, resale, or any other unauthorized use of the coupon.
Reserve the right to modify or terminate the coupon or its terms at any time, providing flexibility to adapt to changing business needs or unforeseen circumstances.
Clarify that coupon redemption is subject to availability to manage customer expectations and avoid potential disappointment if the coupon cannot be redeemed due to limited stock or other factors.
Specify the process for resolving any disputes or disagreements related to the coupon, such as the governing law applicable to the terms and conditions.
Here are a few examples of brand-specific coupon terms and conditions to give you an idea of how various brands approach them:
Amazon has a landing page specifically dedicated to promotional coupons terms and conditions, where terms such as time limits, redemption rules, delivery issues and taxes are included in a bulleted outline.
It’s worth noting that Amazon could have taken better care of the visual aspects of their terms and conditions and split them up in groups for better readability, since terms and conditions are not only a safety net for the company, but also a crucial road signpost for a customer.
Ebay also implements a landing page strategy for coupon terms and conditions. For a clearer message, the promotion rules are divided into sections such as “How to redeem a coupon?” or “Who's eligible for the coupon,” which certainly improves the readability and user experience overall.
Forever 21 showcases its available offers, including promo coupon codes, in a dedicated space with a user interface that is designed to be easily understood. The site's information architecture effectively utilizes visual aspects to highlight the certain aspects of their offer. In order to learn more about a particular promotion, customers can click the "see more" button where the list of terms and conditions regarding particular promotions unfolds such aspects as time restrictions, exclusion rules, redemption criteria, shipping policy and answers, for example, the question of combining various promotions.
If you are still lacking inspiration, below you can find a list of sample code terms and conditions broken down into categories such as coupon value, eligibility criteria, time limits, usage restrictions, redemption, etc. Feel free to roll up your sleeves and browse through our Promotional Coupons Terms and Conditions, which you can mix and match according to your campaign’s specific needs.
Some restrictions regarding promotion terms and conditions are not so much a result of the idea for a given promo or legal constraints, but the limitations of the software such as the inability to combine various coupons, merging a coupon with a shopping cart promotion, or using one coupon code on multiple orders.
Here’s where Voucherify kicks in, offering you a wide range of promotional possibilities and flexible validation rules that require minimal development effort, including:
Clear and well-crafted terms and conditions are crucial for promotional coupon campaigns. They ensure transparency, prevent confusion, and protect both businesses and customers. With clear terms and conditions, customers understand the limitations and restrictions of the coupons, preventing potential frustration.
What’s more, leveraging Voucherify can significantly improve your coupon campaigns by providing a user-friendly interface to create and manage coupons, allowing you to easily customize terms and conditions tailored to your brand’s specific requirements.
By utilizing Voucherify's integrations with CMS systems such as Bloomreach and Contentful, you can easily serve your customers the relevant content such as terms and conditions, success/error messages and suitable coupon promo visuals at the right time without nagging your development team.
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