Improving the Mobile Coupon Shopping Experience

Marisa PeacockSr. Reporter/Community

ManagerCMSWire.com

Thursday, April 25, 2013#ACP13

image credit: dexone.com

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Where Print Isn’t Required

• 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 ?

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In December 2012, Latitude 42s surveyed 900 smartphone-enabled shoppers across the world about mobile shopping

Image credit: Latitude 42s

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How would you like 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

Radium One Survey

Improving the 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.

We Have Some Good 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

The Technology Isn’t Broken

The number of friction points in the redemption process

greatly reduces the practical use of mobile based offers.

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There are at least 4 different ways by which a shopper 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 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

Humans Make it Hard 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

Optimize the Mobile Customer 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.

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• Educate staff about 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

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The mobile customer experience must 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.

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Thank you.

Marisa Peacock@marisacp51

www.strategicpeacock.com