Improving the Mobile Coupon Experience
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Improving the Mobile Coupon
Shopping Experience
Marisa PeacockSr. Reporter/Community
ManagerCMSWire.com
Thursday, April 25, 2013#ACP13
image credit: dexone.com
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#ACP13
About CMSWire.com
CMSWire.com is a popular web magazine published by Simpler Media Group, Inc. Our daily updates keep you in the know about Customer Experience Management, Digital Marketing, Social Business and Enterprise Information Management.
@CMSWire
Facebook.com/CMSWire
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Where Print Isn’t Required
• More than 1 Billion active smartphone users
• 47% of smartphone users are women
• 62% of smartphone users are 25 - 34 years old
• Brick and Mortar shops vying for relevancy in online marketplace
Image credit: Anchor Mobile sources: Strategy Analytics, 2012; GO-Gulf.com, 2012
Why Digital Coupons ?
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#ACP13
In December 2012, Latitude 42s surveyed 900 smartphone-enabled shoppers across the world about mobile shopping
Image credit: Latitude 42s
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#ACP13
How would you like to shop in the future using your mobile device?
The survey found that:
– 92% want to be alerted when stores are having sales
– 92% want tap “smart” posters for coupons– 95% want self-scan items for check-out– 96% want to be able to keep a virtual loyalty card
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Radium One Survey
Improving the Performance
of Mobile Coupons
• In February 2013, RadiumOne released a survey called "Improving the Performance of Mobile Coupons."
• The survey analyzed how women between the ages of 35 and 54 interface with coupons on their mobile devices for household purchases.
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We Have Some Good News.. And Some Bad News
• 61.9% of female respondents have redeemed grocery and consumer goods retail coupons
• 40.7% said that coupon redemption varies on a merchant-by-merchant basis
Image credit: Gloto.com
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The Technology Isn’t Broken
The number of friction points
in the redemption process
greatly reduces the practical use
of mobile based offers.
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#ACP13
There are at least 4 different ways by which a shopper can redeem a mobile coupon.
Image courtesy of radiumone
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Digital Coupon Preferences
• 51.5% prefer to display the coupon to a cashier
• 23.8% prefer scanning based methods
• 42.3% prefer SMS based coupons
In the RadiumOne survey:
• 28.1% prefer barcode-scan mobile coupon
• 36.4% find push
notifications of mobile
coupon offers useful
Image courtesy of Neo Media Technologies
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Humans Make it Hard to Redeem Coupons
• Cashiers and checkout managers not informed
• No clear signage about how to redeem mobile coupons
• Access to good in-store WiFi can be spotty
• Hard to use multiple coupons at once
Barriers to Mobile Coupon Redemption
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Optimize the Mobile Customer Experience
Best Practices
• Employ quick access display and scan based coupon offers
• Avoid multi-step redemption processes• Tailor mobile coupon offers specifically to everyday
consumer based products (groceries, food & drink, retail goods)
• Push relevant offers to mobile shoppers via SMS text• Leverage in-app loyalty programs that automatically
redeem mobile coupon offers.
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#ACP13
• Educate staff about how to scan mobile coupons
• Encourage mobile coupon use – less waste, fewer opportunities for use after expiration
• Show examples of how to redeem mobile coupons – in store signage, commercials, online advertisements
More Best Practices
image via Flickr from waynesutton12
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#ACP13
The mobile customer experience must encompass
all touch points, from downloading an app,
signing up for alerts to engaging with human-
beings.
A true complete experience means a happy, loyal
customer.
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#ACP13
Thank you.
Marisa Peacock
@marisacp51
www.strategicpeacock.com