Despite common beliefs that coupon sites reduce profit margins, their strategic use can paradoxically boost contribution margins for retailers. This is achieved by increasing Average Order Values (AOVs), driving targeted new sales with measurable ROI, and reducing cart abandonment. Coupon sites help target price-sensitive customers selectively, maintaining higher margins from non-price-sensitive shoppers. Overall, integrating coupon sites into the marketing mix can enhance conversion rates and marketing ROI, making them a valuable tool for retailers.

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