Marketers are noticing their customers’ shopping and buying behaviors are shifting to mobile, so it follows that that’s where they’ll see searches for coupons and deals. That’s actually the case, because research finds 96 percent of customers are searching for mobile coupons, that those coupons “convert 10 times more than any other coupon type [and] coupons sent via email drive a 48 percent increase in revenue,” according Chicago-based Persio.
The marketing software provider published an infographic on Wednesday so marketers could understand the concept better and, as the image is titled, “Give Customers What They Want …”
Then that evening, Persio’s Marketing Director Kate Atty gave Target Marketing three tips.
“Offers are a powerful way to engage shoppers, but they can do so much more than that,” she says. “Use them as a way to learn about your customers and as a tool to build loyalty for your brand.”
In mobile couponing, Atty says:
- Experience Matters: Make it easy for shoppers to get and use your offers. Forget clumsy print formats and opt for seamless, multichannel offers that can be sent to mobile or email and used in-store or online.
- Optimize Data Capture: Web offers can be used to capture browsing behavior by adding a cookie to the page. First-party data can be captured when users opt to have the offer sent to phones or email. Unique barcodes can track user-level behavior across channels.
- Connect Brick and Virtual Retail: Offers can be the bridge to connect your digital and in-store channels. Making them usable in various formats lets you follow the customer journey from online to offline.
How else are marketers using mobile coupons?
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