WDR report: Julian Felix Kopka as an expert on the question of why we buy and give away vouchers
On 21 August 2024, Julian Felix Kopka, researcher at the Chair of Marketing, was a guest expert on the WDR programme "Markt". In the programme, he explained the learned patterns that consumers use for vouchers and what happens when companies introduce new voucher types that deviate from these patterns. If the new procedure is not sufficiently explained or is not intuitively understandable, this can lead to vouchers not being redeemed. The expert strongly advised against deliberately manipulating the expiry rate - i.e. increasing the non-redemption rate of vouchers. This is not a sustainable business practice and leads to dissatisfied customers.
Link to the programme in the ARD media library:
Photo source: WDR from 21/08/2024
