Tag: mobile coupons

Mobile marketing with retail coupons is a hit with consumers

| April 3, 2013

Mobile Marketing Retail CouponsThis technique is proving to be highly successful for advertisers targeting shoppers with smartphones.

Major retailers have been boosting their mobile marketing efforts and, among them, coupons directed at smartphone users have been rapidly rising to the top of the priority lists as consumers show that they love them.

These new forms of discounts appear to be taking over where daily deal giants have left off.

Discount coupons are now being worked into mobile marketing on virtually every level. As a result, consumers are now searching for them before they make many different kinds of purchases through their computers and their smartphones and tablets. This is changing the commerce environment, as these shoppers aren’t just limited to the searches when they’re at home on their PCs, but can perform their queries while they’re within the walls of a store.

This has helped to further the use of “showrooming” which has become a central element of mobile marketing.

Though showrooming was once seen as a nightmare for retailers, they are slowly starting to embrace the behavior as an opportunity for mobile marketing. Instead of trying to fight it off entirely, it is a matter of proper use.

According to the RetailMeNot Inc. senior vice president of external affairs, John Faith, “retailers have an opportunity to combat showrooming by reaching those consumers when they are engaged and ready to make a purchase.” While there is no way to stop consumers from showrooming, the trick to effective mobile marketing is to make sure that the end result of the behavior is a purchase from their own store.

Smartphone friendly coupons can help to improve the appeal of shopping within the store as opposed to seeking out an alternative at a competing retailer. Companies are using this form of mobile marketing to embrace the fact that consumers are going to use their devices in store to find a better deal. The key that they can provide is to make sure that this “better deal” remains the in store purchase.

These claims from Faith have been supported by the latest comScore data, which shows that retail is the second most rapidly growing category for mobile marketing with coupons.

Mobile marketing with gas coupons is proving highly effective

| April 1, 2013

Mobile Marketing Gas CouponThe promise for discounts at the pump over smartphones is drawing consumers into stores.

A new study has just revealed that, through the use of mobile marketing, motorists can be made to make additional in store purchases when they are pumping gas.

Research performed in Canada showed that 10 to 30 percent of consumers redeemed coupons in convenience store chains.

The mobile coupon was from U.S. National Oil and Gas Inc. It was distributed through a mobile marketing campaign to encourage drivers who were pumping gas at one of their stations to head inside the adjoining convenience stores in order to buy additional products. This, according to the owner and director of the company, Trent Moser.

The company had been using iSign Media Corp. technology for its mobile marketing campaign.

The mobile marketing strategy involved the use of the technology – which distributes the coupons to consumers who enter within a radius of approximately 300 feet of an antenna – to draw gas pumping customers into the store by sending them a coupon over their smartphones for a discount on their gas, but only if they head into the store to pay for the purchase. The coupons were sent just as the consumer would pull up to the location, so that they would already have it right before they went to pump the gas.

There were over 150,000 customers who received the coupons from National Oil within a period of three months. Within that timeframe, there were enough of the coupons redeemed that National Oil felt that it justified rolling out the iSign technology based offers to 200 of its stores across the company, said Moser.

Moser would not reveal the actual response rate that was achieved through the mobile marketing campaign.

A similar campaign was held by a chain of gas station and convenience stores in Canada, which has found that the response rate from the mobile marketing strategy’s coupons was between 10 percent and 30 percent among the million consumers who receive it every day. According to the founder and CEO of iSign, Alex Romanov, the coupons were for 10 cents off per gallon.