Mobile Couponing 101
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A quick look at mobile couponing. How consumers use them, how its done and the challenges of implementing them.
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Mobile Couponing 101
- 1. How can mobile be used to enhance the point of sale? gene@thecollectivefactory.com
- 2. NEW SHOPPER JOURNEYS: This research collabora-on between Carat and Microso4 sought to define the structure of consumers’ paths to purchase and how different touchpoints play a role in shaping decisions as to where and what to purchase. 19,000 shoppers in 17 countries were queried on their most recent shopping occasions in four key retail categories: apparel, quick service restaurants, groceries and home electronics. A fi4h category, Home Improvement Centers, was done in the US.
- 3. Study Overview Methodology Phase I : Inves+ga+ve Qualita+ve Research Step 1 Step 2 Step 3 Shopping diary Individual depth Shop-‐Alongs (mix of paper & video) interviews
- 4. Study Overview Methodology Phase II : Global Quan+ta+ve research A 20-30 minute online survey amongst shoppers from 17 countries Each respondent answered questions about two different categories USA USA samples n=2,680 Taiwan India Hong Kong Singapore China Japan Asian samples n=1,073 n=1,546 n=1,015 n=1065 n=1,032 n=1034 Italy Germany Spain UK France European samples n=1,118 n=1,012 n=1,031 n=1,141 n=1,063 Canada Brazil Mexico Argen+na* Colombia* ‘Americas’ samples n=1089 n=1,023 n=1,006 n=581 n=493
- 5. Study Overview Methodology The Five Retail Ver+cals Inves+gated Qualifying Criteria Home Clothes, Shoes Home Quick Groceries (Recency) Electronics & Accessories Improvement Service Personal Care Cell Phone Restaurants Last month Past six months Past month Past week Last six months (min $30 spend) US Sample 1,039 962 1,088 1,124 1,147 Total US Sample: 2,680
- 6. Hierarchy of Shoppers’ New Behaviors § Discount coupons used more oen Seeking Better Value § Price more important than brand/quality Hierarchy of tac7cs for coping with the recession § More time looking for special promotions More Advance § Visiting a number of retailers to find best deal Purchase Research § Reading online forums/ consumer websites § Discount stores Using Different § More online shopping Channels § More online auctions § Mobile Reduced Volume § Fewer visits to retailers Word-of-Mouth § Peer reviews - 1:1 and through social media
- 7. Old models no longer adequately describe what’s happening Awareness ConsideraIon Purchase
- 8. It’s not linear. It’s a dynamic process. 66%*Refine List 53%*Built up List con$nuous itera$ons 8
- 9. From Paths to Journeys: The New Shopper Paradigm WOM Feedback Loop Post Need State Research Purchase Purchase In-‐storeresearch ‘Pre-‐tailing’ ‘Retailing’ ‘Post-‐tailing’
- 10. 35% used mobile in store before making a new purchase
- 11. Adding Value Through Coupons
- 13. versus Manufacturer Retail It’s easy for retailers to do mobile couponing... Not so easy for manufacturers
- 16. Manufacturer
- 17. Coupon Sherpa
- 27. Coupons Are Popular With Younger Demo Do you receive coupons/ promo7ons AT LEAST MONTHLY on your cell phone/smartphone or handheld wireless device? source: Forrester | North American Technographics Benchmark Survey 2009
- 28. For What Products Do They Want Coupons? I would not be interested in receiving discounts on my cell phone 70% 56% Restaurants (e.g., McDonald’s, SUBWAY, Applebee’s 23% 30% Drinks (e.g., Coca-‐Cola, Starbucks 17% 23% Household Products (e.g., dishwashing liquid, all-‐purpose cleaner) 14% 23% Personal care products (e.g., shampoo) 13% 14% Music or DVDS 12% 27% Snacks (e.g., candy bars, chips) 12% 21% Fashion/apparel 12% 18% Events (e.g., concerts, movies) 11% 18% Travel/air 9% 15% Car Maintenance and repairs 8% 11% 0% 18% 35% 53% 70% US mobile Owners US mobile owners ages 18-‐24 source: Forrester | North American Technographics Benchmark Survey 2009
- 29. But How Do Delivery OpIons Stack Up? Discover Collect Hold Match Redeem Mobile (SMS) Mobile (bluetooth) Mobile Web Mobile Applica+on Paper (FSI)* Paper (rebate) Online (FSI)* Online (rebate) Email Loyalty programs source: Forrester | North American Technographics Benchmark Survey 2009
- 32. If your a retailer there is no trouble: It’s a manufacturer issue
- 33. Coupons -‐ How They Work -‐ A Simplified Overview Brand Brand issues reimburses Coupons retailer PAIN POINTS
- 34. Hardware Issues 2D Scanner
- 36. Summary
- 38. What’s A Mule?
- 39. The Receipt Mostly =
- 40. The Receipt Mule
- 41. Consumer Flow Code Consumer Consumer Receipt has Consumer Verified and Buys a gets Dynamically texts back discount generated Pin Code to XXX receipt added to Pin Code Short Code loylaty card
- 42. The End Dilemma
- 43. The End Cap Mule Converting a static experience into:
- 46. POS IntegraIon Required Dynamic PIN provisioning PIN’s Pin Storage / Redemption and Campaign Management Mobile Gateway Verify PIN & begin 2- way conversation
- 47. The Loyalty Card
- 49. A Few Retailers To Pilot With
- 50. Summary
- 52. • Gene Keenan • gene@thecollec+vefactory.com • 415.218.7369
Notas del editor
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- I am not going to show you the full breadth of mobile tactics because at the end of the day they all employ the same schema. I will focus on mobile apps because they are easiest to get screen shots of. I will tell you that mobile coupons have a high redemption rate of between 8-16% \n
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- printing is becoming easier with the latest IOS update. The interesting thing is this is no different than an online experience. The phone has become an extension of my desktop experience\n
- printing is becoming easier with the latest IOS update. The interesting thing is this is no different than an online experience. The phone has become an extension of my desktop experience\n
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- It’s primarily a younger consumer that wants mobile coupons\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
- According to Forrester researcher Julie Ask Loyalty cards are the easiest to use\n
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- Assuming you have solved some of the backend equations there are still front of house hardware issues. Although this is changing rapidly most phones in market cannot reproduce a 1D bar code that is readable on the majority of phones. 2D codes are almost completely out of the equation. The good news is retailers can upgrade to these handheld 2D scanners for less than $100 each.\n
- Ok, we have solved the hardware issues. But we still have clearing house issues of authenticating and redeeming the coupon on the phone. Until retailers go fully digital challenges will continue to abound\n
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- A beast of burden created by crossing two things that weren’t originally meant to be used together…\nSort of like a peanut butter cup….\n
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- Doing coupons are great but being able to do subscriptions, surveys and promotions without having to spend additional media dollars to engage them. This is something you can’t do with traditional or digital coupons. In addition there is the measurement opportunities. This is where we think this kind of couponing gets really great. We have been playing with this for a while and what we do is \n
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- Its not all doom and gloom however. There are a number of forward thinking retailers that addressed these issues over the last few years\n
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