It is pre­dicted that in 2013, 10 bil­lion mobile coupons will be redeemed. And yet, 40.7% of mobile cus­tomers say that their coupon redemp­tion varies on a merchant-by-merchant basis, indi­cating that it isn’t always easy to figure out how to redeem them. This presentation examines ways to suc­cess­fully deliver coupons via mobile apps, mobile browsers or through SMS based ser­vices so that they are not only deliv­ered to the right cus­tomer at the right time, but that they are effec­tively redeemed, as well.

1. Improving the Mobile Coupon
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 is a 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’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 ?

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 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

6. 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.

7. 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

8. The Technology Isn’t Broken
The number of friction points
in the redemption process
greatly reduces the practical use
of mobile based offers.

9. #ACP13
There are at least 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 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

12. 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.

13. #ACP13
• 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

14. #ACP13
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.

15. #ACP13
Thank you.
Marisa Peacock
@marisacp51
www.strategicpeacock.com