Presentation on theme: "Improving the Mobile Coupon Shopping Experience Marisa Peacock Sr. Reporter/Community Manager CMSWire.com Thursday, April 25, 2013 #ACP13 image credit:"— Presentation transcript:
Improving the Mobile Coupon Shopping Experience Marisa Peacock Sr. Reporter/Community Manager CMSWire.com Thursday, April 25, 2013 #ACP13 image credit: dexone.com
#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 Facebook.com/CMSWire
Where Print Isn’t Required More than 1 Billion active smartphone users 47% of smartphone users are women 62% of smartphone users are 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 ?
#ACP13 In December 2012, Latitude 42s surveyed 900 smartphone- enabled shoppers across the world about mobile shopping Image credit: Latitude 42s
#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
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.
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
The Technology Isn’t Broken The number of friction points in the redemption process greatly reduces the practical use of mobile based offers.
#ACP13 There are at least 4 different ways by which a shopper can redeem a mobile coupon. Image courtesy of radiumone
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
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
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.
#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 advertisement s More Best Practices image via Flickr from waynesutton12
#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.