Coupon Sites in Australia, Coupon Industry Overview
The coupon industry in Australia is still lagging behind other developed markets like the US and UK. Coca-Cola is credited with introducing the first coupon in the late 19th century. While coupons have been printed on grocery receipts in Australia since the 1990s, grocery couponing remains underdeveloped. Most Australian coupons now come from online retailers. Key challenges facing the industry include an underdeveloped affiliate network, a lack of digital marketing experience, and a lack of coupon distribution platforms and dedicated coupon websites. Currently, TopBargains is the leading Australian coupon site, listing deals from over 1,800 stores. If coupon usage in Australia reaches levels seen in the US, the industry could be worth billions annually.
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Coupon Sites in Australia, Coupon Industry Overview
- 1. Coupons Industry in Australia (including history, major websites & challenges) University of New South Wales
- 2. A brief history of Coupons in Australia “In marketing, a coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product.” - A general definition by Wikipedia. Coupons are also called vouchers, promotional codes, promo codes, discount codes and discount dockets. Coca-Cola is credited with the introduction of first coupon in late 19th century. In Australia, coupons were printed on the back of grocery receipts from 1990s but grocery couponing is still massively under-developed in Australia. Most coupons issued in Australia are from online stores or where transaction takes places online. Major coupon issuing retailers include Domino’s, Pizza Hut, KFC, Asos, Dealsdirect, The Iconic, Asos, Weight Watchers, Amaysim, Coles, Woolworths, BIG W etc. Australia Coupon industry is still lagging far behind more developed markets such as US and UK where couponing is more wide-spread and has been adapted by a wide majority of the retailers, if not all.
- 3. Challenges for Coupon Industry • • • • • Under-developed affiliate networks Lack of Digital Marketing experience among perspective coupon retailers Lack of competition in online retailing Lack of coupon distribution platforms Lack of coupon websites
- 4. Coupon Sites in Australia We analyzed over 20 sites which come up in coupon related searches on major search engines and found just one site which satisfies the criterion of being a bonafide Australia based predominantly coupon site. TopBargains lists coupons from over 1,800 Australian stores and currently leads the segment. Other sites are either predominantly forum, are not based in Australia or use syndicated coupon content without offering any value.
- 5. Growth Predictions for the Industry Coupon sharing has huge potential in Australia. Once Australia reaches to the US levels of coupon code use, this industry will be worth billions of dollars in annual coupon usage in Australia. Currently, coupon retailers see an ROI of 3 to 1 (every dollar spent on couponing activity & discounts results in 3 dollars in incremental profit) which means rest of the retailers will soon catch up to this practice.
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