The idea behind discount codes and vouchers almost seems too good to be true. How is it possible that these free codes can help us to save money online? We take a closer look at vouchers in the UK.

With retailers all fighting for market share, consumers are in demand. This has been amplified by fears over the global economy and concerns about reductions in consumer spending.

Retailers of all sizes are worried about falling sales and profits. They’ve been looking for a way to respond.

What they’ve required is a way to attract more customers to their online stores. Their online stores can already be run more cheaply than their high street alternatives, so it makes sound financial sense to attract customers online.

With the online retailers taking a larger slice of the action, it seems clear that the internet is set to play an important role in the future of UK retailing.

One of the big problems with the internet, however, is that it can be hard to stand out from the crowd. Many online stores are on a roughly equal footing, all competing with each other for customers.

Marketing specialists have been looking at how some stores can make more of their presence. The answer has come to them – it is discount codes.

Discount codes are being offered to UK consumers as a way of attracting them to buy from certain stores. The hope is that attracted by the lower prices, we’ll return to those stores again and again.

The discount codes are thus being used as a device to attract new customers to online stores and as a way of trying to retain those customers.

This helps to explain why they are being given away. Retailers are counting on the fact that offering discounts at this stage could help them to generate more business for them in the longer term.

Fortunately, this means good news for customers as well as for online stores.