Mobile coupons - driving consumers in store
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Mobile coupons - driving consumers in store

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Presentation by Claudia Sagripanti to Mobile Monday Sydney in April on mobile coupons. Incorporates overview of proposed mobile coupons trial. Problems with current barcode scanning technology

Presentation by Claudia Sagripanti to Mobile Monday Sydney in April on mobile coupons. Incorporates overview of proposed mobile coupons trial. Problems with current barcode scanning technology

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  • Target is the first national chain to offer scannable mobile coupons at all stores. The program allows consumers to receive digital coupons on their cell phones. They then redeem the coupon at any Target store in the U.S. by having checkout cashiers scan in the bar code from their phone screen. Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, October 4-6, 2010. Los Angeles, CA. Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, October 4-6, 2010. Los Angeles, CA. Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, October 4-6, 2010. Los Angeles, CA. Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, October 4-6, 2010. Los Angeles, CA. Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, October 4-6, 2010. Los Angeles, CA. Find Solutions for Enterprises, SMBs & Service Providers at the INTERNET TELEPHONY Conference and EXPO West, October 4-6, 2010. Los Angeles, CA. To take part in the program, customers can register at the Target Web site or by downloading the free Target iPhone app. Target's coupons will have an expiration date and can only be used once. They will issue new coupons each month as older ones expire, although the number and frequency should increase as the program expands. Target's scannable coupons aren't presently tailored to the interest of the specific customer
  • TNS Research conducted in 2008. The research described 4 different ways in which a consumer could interact with a brand using their mobile – 2 push tactics and 2 pull tactics. Receiving coupons for discounts and free product trials was the most popular – 52% of consumers would be interested in receiving these, of course assuming the product is relevant to them. 34% are interested in being informed of store sales. 46% are interested in sponsored apps, 37% are interested in using the camera on their phone as a barcode scanner to access further product information. Interestingly, females are more motivated by push tactics whilst males are more interested by pull tactics. But it seems as though the mobile phone is finally stepping out of the shadows of the PC and providing new opportunities for brands to connect with consumers
  • Independent research on consumer mobile media habits across the UK commissioned by carrier Orange in the UK – 2000 mobile users across carrier. Most popular mobile marketing format are clickthrough ads, and voucher redemption.
  • Mobile coupons show promise, adoption remains modest, RCR Wireless, January 6 2009,http://www.rcrwireless.com/article/20090106/WIRELESS/901069990/1086/economic-downturn-bodes-well-for-mobile-coupon-companies Cellfire: Overwhelming majority of its users are in the 18-to-34 demo leveraging in-store presence among the partners to market the service, and one of the real hurdles is sheer discovery Mobile coupon aggregators like Cellfire, Coupon Sherpa, 8Coupons, Yowza, Zavers Coupon Sherpa , an iPhone application that handles coupons for retailers like Kmart, Toys “R” Us and Zales. Since its release in April, Coupon Sherpa has been downloaded more than 65,000 times. Taking the concept of mobile coupons a step further, aggregators 8Coupons and Mobiqpons
  • Audit/verify Prefer POS integration therefore require scan 1. Acquisition Mobile coupons requested/downloaded/click to vouchers Mobile coupons saved versus redeemed in store Sign up for further offers Time of day Where redeemed/at which store 2. Branding parameters (optional) Shift in brand consideration Brand favourability Message testing Major grocery retailers have in-counter laser scanners For mobile a linear imaging scanner is required.
  • Laser scanners can scan up to 60% of phones, but will also have a higher failure rate.

Mobile coupons - driving consumers in store Mobile coupons - driving consumers in store Presentation Transcript

  • Mobile coupons – what do advertisers want? MoMoSydney – April 2010
  • Agenda
    • The opportunity – why now?
    • Mobile coupons trial outline
    • Issues to consider
    • The opportunity – why now?
  • The age of mobile coupons is dawning...
  • People are open to mobile based offers…
  • Base: All respondents – mobile media users Source: Exposure2, Orange Home UK plc, March 2009 local information 32% coupons 59% SMS sales alerts 32% local info 32% SMS push to web site 28% SMS ad 16% Web display ads 13% sponsor games 37% sponsored web pages 21% sponsored screen savers 27% ads for tickets / reservations 25% sponsored videos 22% video MMS ad 15% picture MMS ad 17% Clear opportunity for coupons and sales alerts
    • Mobile coupons for retail – over 165 companies using regularly in the US
    • 1/3 of users signed up to mobile coupons have never used paper coupons (Source: mobile coupon aggregator Cellfire)
    • Redemption rates from 5 to 6 % to 15 % (Source: Cellfire 2009 – Safeway and Kroger supermarkets)
    • 5 to 8 times higher response than print media in Australian retail pilots (Source: Mercury Mobile Marketing)
    Overseas experience to date
    • Mobile coupons trial overview
  • Introducing mobile coupons
    • A mobile coupon is a:
    • SMS offering discounts and promotions
    • Uniquely coded offer requiring validation at point of sale
    • Coupon tied to loyalty program
    • AND
    • Permission based - requested by consumers as part of a sales promotion (pull-based) or delivered to consumers via an opt-in database
  • Trial business objectives
    • The overall objectives of this study are to:
    • Show how mobile can drive consumers in store
    • Drive consideration to purchase
    • (Optional) Evaluate the impact mobile couponing has on brand perceptions and key brand metrics and to understand whether couponing changes brand perceptions amongst redeemers & non-redeemers
  • Activation 1. Customer sees ad and offer by a) Offline b) Database/loyalty c) Online d) Mobile Delivery 3.Receives offer by SMS, MMS or WAP push – as either unique code or Barcode/2d data matrix Redemption 4. Customer in store: • barcode on mobile scanned at POS, or • scans mobile on stand alone terminal and prints out paper EAN barcode, or • unique ID entered manually at POS Validation in real time 2 a) Coupon dynamically generated by host 2 b) Unique numbers uploaded to POS OR 6. Campaign report 7. Compare/reconcile – apply discounts Retailer System 5. Voucher validated on host Mobile coupons customer journey
    • Audit/verify
    • Prefer POS integration therefore require scan
    • Major grocery retailers have in-counter laser scanners
    • For mobile a linear imaging scanner is required
    Issues to consider
    • Thank you
    • Claudia Sagripanti
    • Director, VentureOne
    • 0414 520 836
    • [email_address]