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Early this year JCPenney tried out a new gimmick: they decided to do away with gimmicks. Their customers were annoyed with clipping to save, posited Johnson, and so the retailer went cold turkey on coupons. Immediately after the campaign began airing, customers began voicing their concern. If you think this will make anyone shop at your stores, you are mistaken.

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But can Johnson really be blamed for underestimating the budget-conscious female consumer? His resume reads more attuned to the high-end retail than the mommy market. During his year stint at Apple he was credited for developing The Genius Bar.

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Target, to be sure, is a believer in coupons—they use them to predict purchasing patterns in consumers quite effectively. Well-documented research shows that women find coupons, sales promotion codes and other time-sensitive incentives to be not just relevant, but essential.

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From online coupons to store circulars, coupons are a powerful tool for reaching these household influencers and convincing them to try new products. Install Honey to automatically apply all coupons to find you the best price on the internet!

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