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Improving the Mobile Coupon Experience
The document discusses improving the mobile coupon shopping experience, highlighting a survey that shows significant consumer demand for features like sale alerts and virtual loyalty cards. It reveals barriers to mobile coupon redemption, such as cashier awareness and lack of clear signage, and suggests best practices for optimizing the experience, including tailored offers and staff education. Ultimately, the goal is to create a seamless and engaging mobile shopping experience that fosters customer loyalty.
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Improving the Mobile Coupon Experience
- 1. Improving the MobileCoupon Shopping Experience Marisa Peacock Sr. Reporter/Community Manager CMSWire.com Thursday, April 25, 2013 #ACP13 image credit: dexone.com
- 2. #ACP13 About CMSWire.com CMSWire.com isa 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
- 3. Where Print Isn’tRequired • 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 ?
- 4. #ACP13 In December 2012,Latitude 42s surveyed 900 smartphone- enabled shoppers across the world about mobile shopping Image credit: Latitude 42s
- 5. #ACP13 How would youlike 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
- 6. Radium One Survey Improvingthe 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.
- 7. We Have SomeGood 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
- 8. The Technology Isn’tBroken The number of friction points in the redemption process greatly reduces the practical use of mobile based offers.
- 9. #ACP13 There are atleast 4 different ways by which a shopper can redeem a mobile coupon. Image courtesy of radiumone
- 10. 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
- 11. Humans Make itHard 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
- 12. Optimize the MobileCustomer 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.
- 13. #ACP13 • Educate staffabout 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
- 14. #ACP13 The mobile customer experiencemust 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.
- 15.