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Mobile coupons offer an excellent opportunity for retailers to appeal to customers on the go, and to drive them in stores with special offers and discounts.
For example, US retailers such as Target are offering coupons which can be downloaded to their phones and scanned at the checkout, while in the UK, apps like Voucher Cloud allow users to search for local businesses offering coupons which can be redeemed in store.
Here are ten reasons why retailers should consider the use of mobile coupons in their marketing strategies...
Drive sales in store
Mobile coupons can be downloaded by customers on the move, and the lure of a discount or some other offer can be enough to tempt more customers into stores, where they may buy more than just what's offered on the coupon.
I've eaten at Pizza Express several times in the knowledge that I could have saved myself money if I'd printed a voucher out beforehand. Downloading and printing out vouchers requires customers to plan ahead, but mobile couponing means that restaurants and retailers can appeal to customers' impulses more easily.
Mobile coupons remove all the fiddly work and the advance planning involved, and thus appeal to more customers.
Also, anything that saves people from printing more paper is to be welcomed.
Coupons can be an effective add-on to any multichannel marketing campaign, and can allow retailers to measure the effectiveness of their campaigns. Using bar-coded coupons, marketers can capture the identity of the customer making the purchase, the promotional code and the amount of the transaction.
Mobile coupons allow stores to appeal to customers who might be in the area, looking for something to buy. Having a coupon accessible via mobiles means that customers can find offers and act upon them immediately.
Apps such as Voucher Cloud allow customers to search for businesses offering discounts in their local area, and this provides an opportunity for retailers to attract more custom. These apps also allow smaller retailers to have some kind of presence on mobile without the need for extra investment.
Improve success of mobile marketing
Mobile coupons can provide a measurable outcome for any marketing campaigns that involve mobile, and can be a persuasive tool to drive sales.
Allows retailers to test mobile commerce
While some retailers in the UK are yet to launch a mobile commerce website or app, issuing coupons via mobile is one way to test the water, and see how their target audience responds to mobile offers, what kinds of phones they are using, and so on.
Let's face it, just about everyone has a mobile phone, and more and more have phones with internet access. This means that the potential target market for mobile coupons is massive, and growing all the time.
Customers want coupons
Coupons and voucher codes are already very popular online, thanks in part to the recession, but also the fact that people love a bargain. For this reason alone, mobile coupons will become very popular with customers, and they will actively seek them more and more.
It is cost-effective
Unlike the alternatives of offering coupons in newspapers or by direct mail, with mobile coupons, retailers only pay for engagement.
Gain an advantage over competitors
If customers are using apps like Voucher Cloud to search for discounts while they are out and about, then retailers offering mobile coupons can provide a more compelling offer to customers than their high street competitors.