For years, getting hold of a new book involved wandering around a bricks and mortar bookstore, relying on a friend's word of mouth, or reading what many people are buying. But today, a more subtle change is occurring. The digital coupon trend is changing the way readers "discover" their next hit story, and they don't even realize it.
Here’s how it works, step by step.
The first step was the rise of the reader who was driven by discounts. Many of today's readers wait for a deal to purchase. So they look up a coupon code rather than the unknown author to help reduce the risk of experimenting with something new. A coupon code can make the difference for a reader to read a book they otherwise might not have considered, especially for the sake of genres, indie authors, and debut novels.
For instance, you can find websites that provide ebooks free of charge or at a discount, like BookBub, that notify you of the new releases daily. However, it's the coupon code that is applied right at the checkout on sites such as Google Books, Kobo or on individual stores that offer their books.
Personalized Coupons Lead to Discovery
Now, targeted retail/publishing coupons are issued based on reading history. If you have just read a mystery novel, you could be able to get a coupon code for a mystery novel from another lesser known writer. This personalization isn't just saving readers money, it's also helping to show them what they might have overlooked on their own that they should read.
An email newsletter and/or loyalty app records your preferences. Afterward, they send you a Coupon Code that is valid for a limited time. The need to “24 hours only” makes you click, browse and buy. It's in that click that you find a writer that can be a lifelong favorite.
Social media and influencer coupons.
There are plenty of BookTok and Bookstagram bloggers who are posting code deals with publishers. The tagline for a popular reviewer could be “Shop with code READNEW at checkout for these five hidden gems at 30% off.” The follower follows the influencer and now will attempt to use the code and find books that are not on the bestseller lists.These codes are typically written into stories or posts, so that finding them is socially and spontaneously engaging.
Subscription Boxes and Flash Sales
The flash sales, with automatic discount (no code required) or exclusive coupon code events, are utilized in services such as Kindle Daily Deals or Chirp Audiobooks. They subscribe to alerts and then do the deals in the morning. This habit creates an attitude in the brain that it should find new books each day instead of each month.
Publishers have noticed this and they are rolling out coupon code campaigns with new authors, rather than the costly ad campaigns. It is less expensive and more effective, because when people hear about a deal, it sparks their curiosity.
Why This Matters
Digital coupons are more than just a few dollars saved. They reduce the entry cost of a product to market. That little thing has resulted in breakout whereby old books are now making a comeback. In the world of book discovery, the little-known rise of the coupon code is nothing short of revolutionary.
When the next time you receive a coupon code in your inbox, take a break. You may discover that discount simply gets you your next great read.
Genre: BUSINESS & ECONOMICS / General
