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Chris Johnson, client services director at Vouchercloud, says the discounting trend accelerated during the recession. Now consumers know they can shop around to get the best deal.

To meet customer expections, marketers should learn how to use coupon codes, when to offer them and how to track them. There are three key reasons Springbot CMO Erika Brookes says marketers use promo codes: to hit sales targets, to acquire new customers without losing money and to move surplus inventory.

Brookes suggests sellers can use promo codes as part of their cart abandonment strategy by sending coupon codes to customers who leave items in their virtual shopping carts to entice them to complete their purchase. Promo codes may be used to reward loyal customers or encourage first-time customers to make a purchase. The latter typically involves a trade-off wherein the customer gets a code in exchange for their e-mail address. In response, the company sends the customer a promo code for future purchases.

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The in-kind exchange is simple and worth the cost, Brady says. Tease Tea also has a loyalty program through which members earn points that can be redeemed with promo codes. See all Papa John's deals. See all Round Table Pizza deals. See all Domino's Pizza deals.

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