59 million US smartphone owners will use digital coupons this year. That’s a 37.5% increase over 2013. in addition redeeming digital coupons on a PC still remains the most popular option with 33% of all PC users redeeming offer codes online.
An additional 27% of these same users made a trip to a store to redeem these offers retrieved on-line.
For retailers, restaurants and service businesses with brick-and-mortar locations putting a strategic customer engagement plan in place is essential. We believe the plan should encompass three core elements Mobile, Social and Local. Here are 11 questions to ask.
- Are your offers mobile friendly, if a potential customer finds your coupon online can they quickly send it to their phone?
- Are you making it easy for consumers to opt in to your future offers via text message or email?
- Are the offers easy to redeem in-store with QR codes or short offer codes
- Are you giving away too much of your offer to companies like Groupon or Living Social? There are much less expensive ways for getting in front of loyal customers. (see local)
- If a customer finds your offer via social media can they quickly share it with friends or send to their phone via text message.
- Are you using low-cost highly visual social media campaigns on Facebook and Twitter to opt in loyal customers for future events and special offers
- Are you going beyond just coupons and tying your special offers to events like exclusive tastings or new product previews
- On a long-term customer joins your list and shares their personal mobile number or email is there any additional incentive for them like text to win contests for free entrées or special event invites?
- Did you know your offers could reach local consumers through over 50 mapping directory and social networks with 0% of the offer going to coupon sites like Groupon or Living Social?
- Are you taking advantage of new technology like RFID, QR codes, iBeocons to engage your customers in new and interesting ways?
- Do your offers show up on mapping apps for mobile apps like Yelp and Foursquare?
Contact ApolloBravo for a free Mobile, Social, Local readiness evaluation.
Supporting Forrester Research data via WARC.com
22 August 2014
NEW YORK: Four in ten US smartphone owners will use that device to redeem a coupon during 2014 according to digital intelligence business eMarketer.
Its estimated that a total of 59.2m US adult smartphone users would do so over the course of the year, representing a 37.5% increase on 2013, and said these mobile coupons were being used for both online and offline shopping.
Separately, Forrester Consulting recently carried out in-depth surveys with 500 digital coupon users for RetailMeNot.com, the digital coupon site, and found that most redeemed a digital coupon code within three days of receiving it, and nearly one-third redeemed it immediately.
The most common method of redeeming digital coupons was by purchasing something on a computer (33%), but over one quarter (27%) made a trip to a store for this purpose. Some 25% used a smartphone and 14% a tablet.
The primary source of coupons was passive receipt via an email from retailers, cited by 57% of respondents, but this was only just ahead of the 55% who actively sought them out using search engines on their smartphones. And around one third relied on coupon-related apps or emails from a coupon company.
Forrester also said that younger shoppers were leading the way, with fully 60% of consumers under 35 ultimately redeeming a coupon on their phone. “This points to a new emerging future of shopping, with mobile at the center of the experience,” said the report.
Customers were also found to be inclined to spend more than anticipated in-store when using coupons, making customer service an important part of the overall process.
“Easy redemption, mobile-formatted coupons, and a balanced marketing plan will drive users to the store and online properties which, in turn, provides opportunities for conversion and increased spend by consumers,” the report concluded. Data sourced from eMarketer, Forrester Consulting; additional content by Warc staff