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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

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  • I'm surprised I've seen a difference in a couple days... In a month, a big difference. I'm pretty satisfied personally with my products. ◆◆◆ https://tinyurl.com/semenax101
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Mobile coupons - driving consumers in store

  1. 1. Mobile coupons – what do advertisers want? MoMoSydney – April 2010
  2. 2. Agenda <ul><li>The opportunity – why now? </li></ul><ul><li>Mobile coupons trial outline </li></ul><ul><li>Issues to consider </li></ul>
  3. 3. <ul><li>The opportunity – why now? </li></ul>
  4. 4. The age of mobile coupons is dawning...
  5. 5. People are open to mobile based offers…
  6. 6. 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
  7. 7. <ul><li>Mobile coupons for retail – over 165 companies using regularly in the US </li></ul><ul><li>1/3 of users signed up to mobile coupons have never used paper coupons (Source: mobile coupon aggregator Cellfire) </li></ul><ul><li>Redemption rates from 5 to 6 % to 15 % (Source: Cellfire 2009 – Safeway and Kroger supermarkets) </li></ul><ul><li>5 to 8 times higher response than print media in Australian retail pilots (Source: Mercury Mobile Marketing) </li></ul>Overseas experience to date
  8. 8. <ul><li>Mobile coupons trial overview </li></ul>
  9. 9. Introducing mobile coupons <ul><li>A mobile coupon is a: </li></ul><ul><li>SMS offering discounts and promotions </li></ul><ul><li>Uniquely coded offer requiring validation at point of sale </li></ul><ul><li>Coupon tied to loyalty program </li></ul><ul><li>AND </li></ul><ul><li>Permission based - requested by consumers as part of a sales promotion (pull-based) or delivered to consumers via an opt-in database </li></ul>
  10. 10. Trial business objectives <ul><li>The overall objectives of this study are to: </li></ul><ul><li>Show how mobile can drive consumers in store </li></ul><ul><li>Drive consideration to purchase </li></ul><ul><li>(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 </li></ul>
  11. 11. 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
  12. 12. <ul><li>Audit/verify </li></ul><ul><li>Prefer POS integration therefore require scan </li></ul><ul><li>Major grocery retailers have in-counter laser scanners </li></ul><ul><li>For mobile a linear imaging scanner is required </li></ul>Issues to consider
  13. 13. <ul><li>Thank you </li></ul><ul><li>Claudia Sagripanti </li></ul><ul><li>Director, VentureOne </li></ul><ul><li>0414 520 836 </li></ul><ul><li>[email_address] </li></ul>

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