Improving the Mobile Coupon
Shopping Experience
Marisa Peacock
Sr. Reporter/Community
Manager
CMSWire.com
Thursday, April 25, 2013
#ACP13
image credit: dexone.com
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Where Print Isn’t Required
Why Digital Coupons ?
• 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
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In December 2012, Latitude 42s surveyed 900 smartphoneenabled 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 merchantby-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
In the RadiumOne survey:
• 51.5% prefer to display the coupon to a cashier
• 23.8% prefer scanning based methods
• 42.3% prefer SMS based coupons
• 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
Barriers to Mobile Coupon Redemption
• 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
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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More Best Practices
• 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
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.
#ACP13
Thank you.
Marisa Peacock
@marisacp51
www.strategicpeacock.com