I was at Jo-Ann this past weekend. As I was checking out with my three and a half yards of purple and grey upholstery fabric, Lexi the clerk asked if I had any coupons with me.
How could I forget? Like any good red-blooded American that comes from a family of sewers (as in people who sew), I'm on the Jo-Ann mailing list at both my office and home and usually have coupons coming out my ears! In case you're not familiar, Jo-Ann is the undisputed coupon potentate of modern American retail. They send out weekly flyers covered in coupons, many for 50% off or more, and they send a daily coupon-heavy email to their massive email list.
But alas, I didn't have any coupons with me. I had left them at home, along with my wits that would have told me to call up that morning's Jo-Ann e-blast and corresponding coupon. So without hesitation Lexi said, "Just open up a browser on your phone and google Jo-Ann coupons." So I did and it brought me to the Jo-Ann home page, featured on which a big, bold 50% off coupon beamed like a beacon of savings. She scanned the barcode on my screen and I saved $12.50 … just like that.
Though truly grateful for the discount, I thought to myself as I walked back to my car why Jo-Ann would encourage their staff to be so liberal with their coupons, especially as a sale is being finalized with a customer who clearly was happy and ready to pay full price. (Well, to be fair, mine was a red tag fabric so it was already on sale. But still…) And then I thought about what Lexi did--so brilliantly sly, masking her true bottom-line boosting intentions in a façade of savings and sweetness: She boosted joann.com's SEO (search engine optimization) by having me specifically google them from my unique device and then click through to their website (which, if you visit you'll notice the pop-up that must be addressed before entering that solicits the visitor for their email address to join Jo-Ann's amazing email list); she got me to realize--or remember--the wealth of information about her business available literally at my fingertips; she ensured a happy transaction by giving me an unexpected discount, therefore creating a loyal customer for life because I left with a very, very good feeling about the transaction. I left as their advocate.
I don't know any business that rocks the coupon game like Jo-Ann. The way they turn the simple, traditional marketing technique of couponing into a customer experience-focused SEO stimulus scheme is fascinating. It's so brilliant, it must be diabolical!
Think about it…
#SEO #Coupons #Marketing #JoAnn #AskUncleMarty #SoBrilliantItMustBeDiabolical
Also published on the AMBC blog on January 24, 2017.