Nudge blog recently crafted a case study on Taco Bell that demonstrates the importance of Facebook exclusivity. Here’s the story:
Taco Bell gave away free taco coupons (to redeem in-store), but even with a FREE offer, there was a very low redemption rate (they didn’t download the coupon).
The low conversion rate may have been due in-part to the constraint that the coupon had to be redeemed in-store. But Social Commerce Today points out that since they were already offering the regular 99c tacos available everywhere for everyone, there was no exclusivity/social currency/’scarcity value’ to motivate conversion.
Online coupon codes are a great incentive to bring fans to a Facebook page. But, they’re much more interested in sticking around when we (brands) can provide the “first look,” “Facebook-only,” etc. exclusives.
Credit: Thanks to Social Commerce Today for highlighting the article and to Nudge blog for the first release of the story.