Articles on Text Message Marketing and Mobile Coupon Marketing

Text and Loyalty Marketing Solutions

Mass text messaging article
Mass Text Messaging + Personalized Offers

Mass Text Messaging is a cost-effective, efficient approach to text message marketing. With just a click, marketers can quickly send promotion text messages and digital coupons and offers to millions of recipients. The challenge for marketers is that mass text messaging is typically one message to many – define a generic offer; set up the campaign; blast it out to millions.

Imagine being able to segment mass text messaging promos, and target each segment with a rich, single-use coupon offer. You get the same benefits of mass text messaging, with the advantages that come with the security of single-use coupons.

Segment and personalize mass text messages

Rather than sending a generic mass text offer to millions, CodeBroker’s customers combine mass text messaging with the delivery of high-quality, single-use coupon offers to different list segments, for more targeted and personalized promotions at scale. In addition, according to recent research, a large number of consumers prefer to receive mobile coupons and offer via promotion text messages.

This opens up a whole new world of possibilities for driving higher response rates and more revenue.

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Mobile Coupon Marketing | Offer Personalization

Special offers represent a ready-made opportunity for retailers to drive customers back into your store – as long as these offers are relevant. Although some consumers are uncomfortable about the idea of retailers tracking their shopping behaviors, most still welcome personalized offers based on their shopping history.

Recent CodeBroker research on coupon and offer personalization supports this practice. Consumers value strong relationships with retailers they've done business with. The ability to stay in front of customers after they've made a purchase is critical to effective customer retention. Follow-up offers that are aligned with their needs, interests and purchase history can spark both action and loyalty.

Customers are engaged with a wide range of retailers and make ongoing decisions about where to spend their money. While price is certainly a factor in encouraging sales, it's not the only factor.

Customers also value experiences with retailers that are unique, personalized and provide higher value than what they might receive elsewhere. Marketers need to consider how they can effectively position themselves as high-value providers that are tuned in to customer needs across all channels.

For example, you won't have a positive impact with customers if you send promotional text messages with a mobile coupons for a product the customer has recently purchased, offer a "we miss you" promotion to a customer that just made a purchase the day before, or send mobile coupons for a pet care product to consumers who don’t have pets.

Technology matters

Technology is a big driver and a critical aid for harried marketers. Offers must be deployed in relevant ways, their efficiency and impact for the retailer will be diminished. For instance, according to the research, high-value coupons are nearly 100% effective for reactivating lapsed customers, but retailers must exercise caution in terms of security for their couponing efforts or the bottom line can suffer. For example, if mobile coupons can be used multiple times or can be shared by recipients with non-customers, the impacts can be dramatic. This is where single-use coupon security comes in.

Single-use coupons and offers are being employed by numerous retailers today to ensure that high-value coupons do not get used more than once, or go viral. What makes the single-use model work is that it ensures the following:

  • Consumers can only obtain offers that are meant for them.
  • Consumers can obtain an offer only once, even if they try to access the offer multiple times over different channels.
  • Offers can be redeemed only one time, even if customers try to redeem the offer on a different channel.

That's the power that the right technology, used the right way, can bring to retailers seeking to balance the need for customer engagement and loyalty and a healthy bottom line.

Single-use coupons and mobile offers, fueled by the right personalization technology, will help you personalize your offers in a risk-free way while adding accuracy to your metrics and allowing for improved A/B testing and attribution.

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Mobile Coupon Marketing: 5 Proven Strategies

Nearly half of all consumers prefer mobile coupons over printed paper coupons (Source: Mobile Coupon Research Results.), so it’s no surprise that more and more businesses are employing mobile coupon marketing programs into their marketing mix.

Mobile coupons not only give more consumers what they want, but they also present marketers with new and improved possibilities for driving store traffic and purchases.

Here are five mobile coupon marketing strategies we’re implementing with several of our clients – larger national retailers – to help them drive store visits and incremental sales.

Utilize a Digital Coupon Wallet as a Personalized Offer Center

Many of our clients have implemented our MyOffers digital coupon wallet to retain customer mindshare and drive ongoing purchases. A digital coupon wallet can serve as a personalized offer center for each customer. Retailers deliver and update mobile coupons, digital coupons, loyalty rewards, and offers directly to the customer’s digital coupon wallet. Customers have one convenient place to track and organize coupons and rewards from their mobile device or desktop.

A digital coupon wallet serves as shared real estate between the retailer and the customer, to help retailers to stay top of mind with each customer and drive more business. Rather than a shopper searching the Internet for deals, she won’t have to because the deal will be sitting right in her digital coupon wallet.

Employ Single-Use Coupons to Enhance Personalization

Research shows that digital coupons and discount codes often get used by consumers more than once or get shared online, which can cause several problems for personalization efforts, such as:

  • Attributing redemptions accurately
  • Conducting valid a/b tests
  • Maintaining the integrity of a personalization effort for a particular customer

And, most of all, retailers know that it often takes higher-value discounts to get customers to take action, but it’s risky to offer higher-value discounts if a customer will try to use them more than once, or share those discounts online.

CodeBroker’s customers are addressing these challenges by employing single-use coupons and discount codes, enabling them to deliver the higher-value offers that work – without the risk. Single-use coupons use a security model that ensures that:

  • The customer always receives the same barcode regardless of the number of times, or channels, in which she requests the coupon.
  • Once the coupon is used, it expires simultaneously and is marked as redeemed, across all channels.
  • It is impossible for a customer to obtain a second copy of the coupon unless allowed by the retailer.

Offer In-store, on-demand mobile coupons to incentivize shoppers

According to research, consumers respond to in-store ads for on-demand mobile coupons at higher rates than other types of coupon ads, such as online ads. (Source: Mobile Coupon Research Results.) Retailers offer instant mobile coupons via store signage, directing shoppers to send a text to a short-code to receive the SMS coupon. Our retail customers are realizing redemption rates between 30%-50% for on-demand mobile coupons.

Offer mobile coupons via promotion text messages

Retailers are having a great deal of success driving store traffic and short-term revenue by offering mobile coupons to their SMS marketing lists. Retailers have found that mobile coupons delivered via text message help to create urgency and drive near-term revenue.

As we learned from the research, consumers plan to redeem coupons they receive via text within a few days, which makes text message coupon delivery an effective way for marketers to rapidly move the needle. An interesting stat from the mobile coupon research report shows that 85% of consumers will redeem a mobile coupon received via SMS within one week; 25% say they will redeem the coupons within three days.

Grow SMS Subscriber lists with mobile coupon offers

Retailers are having great success getting consumers to sign up for their text message marketing lists by offering mobile coupons as sign-up incentives. Our customers have found that mobile coupon incentives are effective, not only for growing SMS subscriber lists, but also for driving customers to visit a store and make a purchase.

CodeBroker’s customers using our SmartJoin SMS list sign-up software are realizing up to a 50% increase in list sign-ups, as well as greater than 50% redemption rates on the mobile coupons they receive in return for signing up.

So there you have it – five proven mobile coupon marketing strategies that some of the top retailers are employing today to drive store traffic, incremental purchases, and build ongoing loyalty. To learn more, I invite you to check out our mobile coupon platform page.

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MyOffers Digital Wallet Helps Retailers Drive Engagement

As I speak with retail executives across the country, a common theme that consistently rises to the top is the challenge of getting customers to engage again and again. Today’s consumers are always looking for deals and discounts. Coupons and promo codes are just a click away on numerous websites. Even among loyal customers, if they can get the same or similar product at a discount with a different retailer, their loyalty very often lies with the discount rather than with a particular store. (Here’s a research report with stats that show the power of coupons.)

Many retailers are addressing this dynamic with a MyOffers digital coupon wallet.

A digital coupon wallet is much more than traditional coupon software that lets retailers generate and deliver mobile coupons or digital coupons. A MyOffers Digital Coupon Wallet serves as “shared real-estate” between the brand and the customer – a place where retailers can send each customer personalized mobile coupons and offers, to retain mindshare and drive ongoing engagement.

With a MyOffers digital coupon wallet, retailers deliver mobile coupons, digital coupons, loyalty rewards, and offers directly to the customer’s wallet. Customers can access the digital coupon wallet from a range of digital channels, including text message, mobile app, email, website, Apple Wallet and Google Pay. Think of it as a digital marketing center for each customer. And the customer never has to log in, giving customers instant access to all of their offers in one convenient place.

This shared real estate helps retailers to stay top of mind with each customer. Rather than a shopper looking for deals, they won’t have to because the deal will be sitting right in their digital coupon wallet.

Machine Learning Delivers Engagement Intelligence

Another benefit of a digital coupon wallet is that it monitors all engagement activity and behaviorthat the customer has with an offer, and uses machine learning to make automated optimization recommendations on the type of offer/message to deliver next, and the best time to deliver it. This helps retailers drive more redemptions, traffic, and revenue.

Here’s a link where you can learn more about the MyOffers digital coupon wallet.

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Coupon Software Opens New Use-Cases for Marketers

Coupon software and mobile coupons have opened a new world of marketing applications that weren’t possible with traditional paper coupons. Businesses are using mobile coupons for use cases that go beyond delivering merely a discount. Here are five innovative mobile coupon use cases made possible through mobile coupons markerting platforms.

1. Personalization

Mobile coupon marketimg is helping marketers enhance their personalization program by delivering single-use coupons and offer codes, enabling marketers to deliver the high-discount mobile coupons that work – without the risk of coupons being used more than once or being shared. Single-use coupon software that generates single-use coupons also helps marketers to attribute redemptions accurately, and conduct valid a/b tests, further enhancing personalization.

2. Mobile Loyalty Programs

Mobile loyalty programs have arrived, with more and more consumers preferring to participate in mobile loyalty programs over traditional loyalty programs. Companies are now using mobile coupon software to deliver loyalty cards, rewards certificates, and loyalty offers.

3. Digital Offer Wallet

Coupon software is used by companies to deploy a digital offer wallet across multiple digital channels, giving customers an easy way to organize, track and instantly access all of a retailer’s of brand’s offers in one convenient place.

4. On-demand SMS Coupons

What better way to drive a purchase than by offering a mobile coupon to a consumer as she shops. Using coupon software, the shopper can send a text to a retailer’s short code to receive an SMS coupon while still in the store.

5. Grow SMS Subscriber Lists

Coupon software is used to deliver SMS coupons to customers who sign-up to their SMS marketing list. Mobile coupon offers have shown to be a great incentives to get customers to sign up for an SMS subscriber list, and provide quality information during sign-up.

There you have it. Coupon software is being used in innovative ways by retailers and brands looking to engage today’s mobile consumers. For further reading, here are links to two research reports that give insights into consumer preferences for receiving and using mobile coupons and for receiving personalized offers.

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Personalization Research Reinforces the Importance of Single-Use Coupons

I’m pleased to announce the availability of a new research report on single-use coupons and offers: Coupon and Offer Personalization.

In my last blog, I discussed how companies are employing single-use coupons and single-use offer codes to enhance their personalization efforts. This new research explores coupon and offer personalization from the consumer point of view. It includes insights from 1,100 consumers on a wide range of coupon and offer personalization topics, to gain an understanding of consumer behavior and preferences relating to personalized single-use coupons and discount offers for customer acquisition, engagement, and retention.

Here are two eye-opening stats from the research:

  • 88% of the respondents say they are likely to try using high-value digital coupons more than once;,
  • 92% say there are highly likely to share a digital coupon with others.

These two stats reinforce the single-use offer strategies that are being employed by many companies today. It can be risky for retailers to offer higher discount coupons because consumers are likely to try to use them more than once, or share the coupon or offer code with others.

Here are some additional highlights from the research:

  • 90% of respondents will purchase from a retailer that they rarely or never shopped at if they receive a high-discount coupon from that retailer.
  • 92% are you more likely to use a coupon if you have the option to use it either in-store or online?
  • 73% prefer to shop at stores that send you custom discount offers based on your purchase history?

This is just a preview. There’s a great deal of insights on coupon and offer personalization, including comments from the respondents. You can access the full report here on our website Resources page.

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Single-Use Coupons and Offer Codes Enhance Personalization

Many of our clients are employing single-use coupons and single-use promo codes to improve their personalization efforts. In this post, I’ll share some of the dynamics behind this, and how these company’s personalization efforts are benefitting from single-use coupons and promo codes.

Marketing automation and analytics software are helping marketers make personalization a reality. The challenge for many companies, however, is in maintaining the integrity of the personalization effort when a personalized “offer” is sent to a customer. This is where the personalization effort can break down because mobile coupons and offers often get used by consumers more than once, they get shared online (or even go viral) which, of course, isn’t in retailers’ best interest because marketers can’t:

  • Attribute redemptions accurately
  • Conduct valid a/b tests, and, most importantly
  • Maintain the veracity of the personalization program for that customer

For personalization to work effectively, marketers want to ensure that offers and coupons get used only once, and that they don’t get shared online.

So, to address this problem, many of CodeBroker’ clients are employing single-use coupons and single-use offer codes. The single-use model gives marketers the ability to deliver millions of personalized, single-use coupons and offer codes daily through all of channels: print, email, text, web, mobile app, and mobile wallet. It ensures that the customer always receives the same barcode regardless of the number of times, or channels in which, she requests the coupon. Once the coupon is used, it expires simultaneously and is marked as redeemed, across all channels, and it’s impossible for a customer to obtain a second copy of the coupon unless allowed by the retailer.

With single-use coupons and offers, companies can employ personalized, higher-value coupons and offer codes to which consumers respond, without the risk of them being used more than once or going viral. And they can accurately measure redemptions and a/b tests to gain solid insights into their personalization effort for each customer.

For more information on this topic, I invite you to read the new whitepaper that explains offer personalization and security in further detail.

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Personalized Offers Improve Acquisition, Engagement & Retention

Marketing automation and sophisticated analytics are making personalization a reality for retail marketers. Successful marketing personalization requires, what the Harvard Business Review calls, “integrating the three D’s: data discovery, automated decision making, and content distribution.” For personalization to work effectively, each of these need to be tightly synchronized.

The missing link, however, is in the content distribution phase – specifically in the area of “Offer Personalization.”

The reason? A security component is missing from two key areas associated with offers:

1. Offer Distribution and 2. Offer Redemption.

Marketers can conduct good analysis to match the right offer to the right segment. But without the security to ensure that the offer is used solely by the intended recipient – and only used once – then then entire personalization effort can break down.

  1. Customers can redeem an offer more than once.
  2. Individuals can access an offer that was not meant for them – or the offer may even go viral.
  3. Marketers can’t track and attribute accurately to measure the offer’s true effectiveness.

Distribution and Redemption Security

CodeBroker clients are employing single-use coupons to address the offer distribution and redemption security dilemma, to ensure that:

  • A consumer can only obtain an offer that is meant for her, and receives an offer only once, even if she tries to obtain it multiple times.
  • The consumer can redeem the coupon or offer only one time.
  • The POS system can validate/accept/redeem single-use offers at high speed, in real-time.

CMOs who once could not deploy single-use coupons are now leveraging them, and seeing a 30% to 50% increase in offer redemption across the marketing lifecycle (customer acquisition, engagement, and retention.)

By adding a security component to offer distribution and redemption, marketers can take personalization to a higher level by offering deep discounts and personalized promotions in a secure, risk-free manner, and measure results more accurately, for a complete personalization workflow.

For more on the topic, here’s a new CMO report that digs deeper into how retailers are using single-use coupons and promo codes to deliver personalized offers at scale in a secure manner.

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Digital Wallet | Engage customers with ongoing offers

Retailers deploy MyOffers digital wallet to build loyalty and retention programs for digital  consumers.

By Joe Pappalardo

The growing impact of digital channels, especially mobile commerce, is resulting in new consumer cultures. It is up to retailers to recognize these developing trends and fine tune their strategies in order to continue to thrive.

MyOffers Digital Wallet is a new way for retailers to provide consumers with a single place to go to access all of their offers, rewards (and sometimes gift cards). What makes MyOffers special is that consumers can access it 24 x 7, on demand, via their favorite mobile channel (email, text, web, mobile app, or mobile wallet). Perhaps best of all, once a consumer has registered with MyOffers, she does not need to remember a username/password to access her information (unless she is logging in from the web). As a result, MyOffers Digital Wallet is making inroads with consumers and marketers thanks to leading retailers like Macy’s and Kohls, who are early adopters of this solution.

Today’s consumers are fickle, and loyalty is a quickly withering concept. Winning and engaging the digital consumer requires understanding which preferences matter and which platforms deliver greater choice and convenience. MyOffers enables retailers and marketers to woo and engage the mobile consumer with one-click ease.

Drive incremental spends by combining convenience and personalization

At a time when omnichannel and multichannel programs are replacing traditional programs, several research studies have demonstrated a strong correlation between personalization and customer satisfaction. MyOffers lets marketers provide personalized offers and discounts to consumers and use their existing communications solutions to deliver MyOffers via text, email, app, or mobile wallet. The same studies mentioned above have also shown that personalized offers can entice a customer who has not made a purchase recently to take advantage of a generous coupon offer.

Used by major retailers

Macy’s and Kohls have seen the upside of their MyOffers solutions over the last couple of years. Their digital wallet programs provide consumers with a single place to go to retrieve/access all of their offers and rewards, leading to long-term loyalty and driving improved purchase behavior and higher sales.

  • MyOffers makes it easy for customers to locate their coupon offers and rewards from their phones or desktop and access them from different channels;
  • MyOffers users can be among the first few privileged recipients of new coupon offers, information on new discounted products and special retail events;
  • Users receive personalized offers and;
  • Retailers can update, remove, or swap offers for the latest, most timely deals.

Drive in-store revenue and strengthen mobile reach with increased customer loyalty

MyOffers digital wallet  is designed with the aim to boost customer engagement and retention for your brand. For retailers and marketers wanting to mobilize loyalty and reward initiatives, manage and push special offers, coupons and loyalty cards directly to their target consumer’s mobile phone, MyOffers makes it possible to hit two birds with one stone – incentivize customer urgency and increase shopping frequency with personalized benefits.

Affordable marketing for ambitious retailers and digital-savvy marketers

The MyOffers digital wallet can be accessed on-demand, 24 x 7, without requiring consumers to log in, from a range of digital channels including text message, mobile app, email, and mobile wallets. It allows marketers and retailers to continue innovating on the consumer experience and empowers retailers to design differentiated value propositions and personalized promotions.

Mobile devices truly changed the game by enabling personalized communications between retailers and customers. However, complex and expensive mobile engagement platforms remain elusive for all but a few of the nations’ largest retailers. MyOffers from CodeBroker alleviates these barriers and helps retailers to take advantage of the growing opportunity in mobile-led consumer engagement. By giving retailers and pragmatic marketers new capabilities to improve customer engagement/customer experience, MyOffers opens up a new way to drive revenues and engagement.

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5 Reasons Why Retail Marketers Love Text Message Marketing

The mobile phone is a powerful avenue for retailers to reach a consumer because it’s an “always-on” marketing vehicle – an extension of the consumer’s identity. And, coupled with text message marketing, mobile gives retailers unprecedented power to reach consumers with personalized messages at scale, and to drive engagement like never before.

Here are five reasons why retail marketers really do love text message marketing.

#1. Customers on your SMS marketing list want to be there.

What’s better than a customer who asks you to market to them? That’s the beauty of text message marketing. The consumer must opt-in to your SMS marketing list. Since it’s 100% permission based, consumers who sign-up really want to start a dialog – they want to hear from you, and they love when you text them a deal, such as a mobile coupon.

#2. Text message marketing messages are almost always read – and right away.

Ninety seven percent of people read a text message within the first three minutes of receiving it. There are no other marketing channels with an open rate that even comes close. In addition, CodeBroker has observed that 20% to 50% of consumers click on promotional text messages to access a mobile coupons. Some retailers have experienced click-through rates as high as 72%.

#3. Text message marketing drives purchase urgency.

Mobile coupons delivered via text message help retailers solve two key business challenges: 1) creating urgency, and 2) driving short-term spikes in revenue. According to CodeBroker’s recent mobile coupon consumer research, mobile coupons delivered via a promotional text message are a highly effective way for marketers to rapidly move the needle. As we learned from the research, 25% of consumers plan to redeem a mobile coupon they receive via a promotional text message within three days; 60% plan to use the coupon within one week.

#4. Text message marketing allows retailers to be hyper-responsive to market conditions.

Retail is as competitive as it gets, and marketers always need effective ways to respond to the market conditions of the moment – and one of the best ways is by using text message promotions because they can be executed very rapidly. For example, CodeBroker’s customers often offer single-use coupons to move specific inventory, or to deliver contingency offers that are triggered at the last minute to drive store traffic.

#5. Marketers can track engagement in real time.

Marketers can track if the recipient has clicked a link within a promotional text message. This can be especially powerful for optimizing campaigns. In addition, when combined with an offer such as a mobile coupon, marketers can see if the offer was redeemed, and at which location, for visibility into the complete path to purchase.

Retailers’ love affair with text message marketing is alive and well. And text marketing is being used in a range of mobile marketing use cases, from providing members with access to loyalty programs, to promoting and deliver coupons and offers, to inviting customers to an event at their local store.

If you’re looking into a new text message marketing solution, here’s a link to a helpful resource: How To Evaluate SMS Marketing Solutions.

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Mobile Engagement and Millennials – Give Them What They Want

Millennials have altered the way we engage consumers and they value brands that give them convenience and flexibility, often over the brand itself. By giving them what they want, we can engage them more effectively than by sticking to traditional approaches.

If you are targeting millennials, you know that you must do so with an aggressive mobile engagement strategy. Mobile usage is much higher among millennials than other customer segments – in the double digits according to most studies. What we’ve found, working with retailers across the country, is that millennials not only respond better to mobile engagement, but they have preferred ways to engage with brands over mobile.

The most successful mobile marketing programs occur when we use the mobile channels that millennials prefer most. Here are some insights from CodeBroker’s ongoing research into some of the more effective ways to engage millennials over mobile.

Mobile Coupons and Mobile Offers

Like any customer segment, millennials respond to mobile coupons and special offers. We segmented our popular Mobile Coupon Research Report by millennials, and we see that:

  • Fifty eight percent of millennials prefer mobile coupons over paper coupons.
  • The number one way millennials prefer to access and use mobile coupons is via a link in a text message (41%). A little more than one-quarter prefer to access and use mobile coupons through a mobile app; while 12% prefer to use a mobile wallet.

Mobile Loyalty Programs

Most retailers and brands have made their loyalty programs available through a mobile app. This is a great start, as we found through our research that shows that:

  • Only 11% of millennials actively engage with all the loyalty programs to which they are members. However, 97% say that they would actively engage with loyalty programs if they could access their rewards information from their smartphones.

Where many mobile loyalty programs are falling short is that millennials (like all segments) have a range of preferences for accessing and engaging with loyalty programs via mobile. Mobile app is just one of them.

  • Twenty eight percent of millennials want to access mobile loyalty programs via a text link on their smartphone – not through a mobile app.

Reaching millennials can be a challenge for marketers using traditional methods. But once you build their trust, they will respond to your brand with ongoing loyalty. And one of the best ways to do so, is by engaging with them in the way that they want.

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Single-Use Coupons Are Being Embraced by Retailers

Retailers are seizing on the use of single-use coupons, and moving away from using generic promo codes due to the fact that these “coupons” are really unlimited offers that customers can reuse, to the detriment of retailers.

There are several benefits of using single-use mobile coupons:

  • Improve the marketing department’s personalization efforts.
  • Eliminate coupons and offers from going viral.
  • Enable A/B offer testing to identify (versus guess) which offers drive the best returns.
  • Attribution of redemptions to individuals and segments.
  • Customers prefer single-use coupons with a high-value offer (see the research).

To provide true single-use mobile coupons, there needs to be an integrated security model that ensures:

  • The customer always receives the same mobile coupon regardless of the number of times and channels in which she requests the coupon.
  • The coupon expires simultaneously, and is marked as redeemed, across all channels to prevent re-use.
  • That it is impossible for a consumer to obtain a second copy of the coupon unless specifically allowed by the retailer.

So, what are the characteristics of a true single-use coupon? It must:

1. Contain a unique code, to track the offer from issuance through redemption and expiration.

2. Be delivered to a specific device and/or individual, to allow the retailer to track all coupons the customer has received.

3. Support simultaneous multi-channel delivery, redemption and expiration. Simultaneous expiration ensures the coupon cannot be used more than once, eliminating coupon fraud.

Retailers benefit significantly from deploying single-use mobile coupons. CodeBroker customers routinely see up to 50% redemption for on-demand coupons, significantly higher than paper-based coupons. Effective offers are helping retailers build brand loyalty with their customers, increasing their lifetime value. With single-use coupons, retailers are also able to track the entire purchase funnel – from delivery through redemption – creating a comprehensive picture of consumer purchase behavior. And finally, CodeBroker customers have realized significant savings by reducing print spend when delivering offers via a text message marketing program.

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