Improving the Mobile Coupon Experience
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Improving the Mobile Coupon Experience

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It is pre­dicted that in 2013, 10 bil­lion mobile coupons will be redeemed. And yet, 40.7% of mobile cus­tomers say that their coupon redemp­tion varies on a merchant-by-merchant basis, ...

It is pre­dicted that in 2013, 10 bil­lion mobile coupons will be redeemed. And yet, 40.7% of mobile cus­tomers say that their coupon redemp­tion varies on a merchant-by-merchant basis, indi­cating that it isn’t always easy to figure out how to redeem them. This presentation examines ways to suc­cess­fully deliver coupons via mobile apps, mobile browsers or through SMS based ser­vices so that they are not only deliv­ered to the right cus­tomer at the right time, but that they are effec­tively redeemed, as well.

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Improving the Mobile Coupon Experience Improving the Mobile Coupon Experience Presentation Transcript

  • Improving the Mobile CouponShopping ExperienceMarisa PeacockSr. Reporter/CommunityManagerCMSWire.comThursday, April 25, 2013#ACP13image credit: dexone.com
  • #ACP13About CMSWire.comCMSWire.com is a popular web magazine publishedby Simpler Media Group, Inc. Our daily updates keepyou in the know about Customer ExperienceManagement, Digital Marketing, Social Business andEnterprise Information Management.@CMSWireFacebook.com/CMSWire
  • Where Print Isn’t Required• More than 1 Billion activesmartphone users• 47% of smartphone users arewomen• 62% of smartphone users are25 - 34 years old• Brick and Mortar shops vyingfor relevancy in onlinemarketplaceImage credit: Anchor Mobile sources: Strategy Analytics, 2012; GO-Gulf.com, 2012Why Digital Coupons ?
  • #ACP13In December 2012, Latitude 42s surveyed 900 smartphone-enabled shoppers across the world about mobile shoppingImage credit: Latitude 42s
  • #ACP13How would you like to shop in the futureusing your mobile device?The survey found that:– 92% want to be alerted when stores are havingsales– 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
  • Radium One SurveyImproving the Performanceof Mobile Coupons• In February 2013, RadiumOne released a surveycalled "Improving the Performance of MobileCoupons."• The survey analyzed how women between the ages of35 and 54 interface with coupons on their mobiledevices for household purchases.
  • We Have Some Good News.. And Some Bad News• 61.9% of femalerespondents haveredeemed grocery andconsumer goods retailcoupons• 40.7% said thatcoupon redemptionvaries on a merchant-by-merchant basisImage credit: Gloto.com
  • The Technology Isn’t BrokenThe number of friction pointsin the redemption processgreatly reduces the practical useof mobile based offers.
  • #ACP13There are at least 4 different ways by which ashopper can redeem a mobile coupon.Image courtesy of radiumone
  • Digital Coupon Preferences• 51.5% prefer to display the coupon to a cashier• 23.8% prefer scanning based methods• 42.3% prefer SMS based couponsIn the RadiumOne survey:• 28.1% prefer barcode-scan mobile coupon• 36.4% find pushnotifications of mobilecoupon offers usefulImage courtesy of Neo Media Technologies
  • Humans Make it Hard to Redeem Coupons• Cashiers and checkoutmanagers not informed• No clear signage abouthow to redeem mobilecoupons• Access to good in-storeWiFi can be spotty• Hard to use multiplecoupons at onceBarriers to Mobile Coupon Redemption
  • Optimize the Mobile Customer ExperienceBest Practices• Employ quick access display and scan based couponoffers• Avoid multi-step redemption processes• Tailor mobile coupon offers specifically to everydayconsumer based products (groceries, food & drink,retail goods)• Push relevant offers to mobile shoppers via SMS text• Leverage in-app loyalty programs that automaticallyredeem mobile coupon offers.
  • #ACP13• Educate staff about howto scan mobile coupons• Encourage mobilecoupon use – less waste,fewer opportunities foruse after expiration• Show examples of howto redeem mobilecoupons – in storesignage, commercials,online advertisementsMore Best Practicesimage via Flickr from waynesutton12
  • #ACP13The mobile customerexperience must encompassall touch points, fromdownloading an app,signing up for alerts toengaging with human-beings.A true complete experiencemeans a happy, loyalcustomer.
  • #ACP13Thank you.Marisa Peacock@marisacp51www.strategicpeacock.com