ISP launches electronic coupon guidelines

The Institute of Sales Promotion (ISP) has launched a series of electronic coupon guidelines to inform marketers of the best practice for distribution of coupons over the internet.

The guidelines focus on print-at-home coupons and were commissioned by the ISP in response to the growth of the internet as a coupon distribution channel.

Developed in conjunction with Couponstar, the guidelines aim to provide practical advice on the entire internet couponing process, from design and layout to direction on targeting, technical security measures and redemption control.

The guidelines cover key delivery channels, including pure e-coupons, retailer-specific coupons and print-at-home coupons.

They discuss current trends, benefits, opportunities and issues associated with e-coupons as they apply to consumers, manufacturers, retailers and clearing houses, and offer advice on how to maximise the success of campaigns incorporating internet coupons.

The guidelines are available at the ISP's website.

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