By Dan Slavin
Consumer demand for mobile coupons is on the rise. When we surveyed 1,204 U.S. consumers for our 2018 Mobile Coupon Survey, nearly half said they prefer mobile coupons to paper.
Mobile coupons create a sense of urgency, helping retailers to drive short-term spikes in revenue, and they give marketers new opportunities to collect data, track usage, and target the right customers. But how do you build a successful mobile coupon marketing strategy? Here are five tips based on our research.
1. Send SMS coupons via promotion text messages
Interestingly, 57% of consumers prefer to receive a mobile coupon in a text message – accessible via a link.
2. Use mobile coupons as a sign-up incentive
Mobile coupons are effective as incentives to encourage customers to sign up for marketing lists and loyalty programs. More than two-thirds of consumers are more likely to join a list when an instant coupon is on offer.
3. Advertise mobile coupons in store
You might think online ads or even Facebook would be the best way to advertise mobile coupons, but in-store signage tops the list by a large margin. If customers are already in your store, there’s a much higher chance that they’ll be responsive to a coupon offer.
4. Employ on-demand coupons
Time and time again we’ve seen the effectiveness of on-demand mobile coupons. More than three quarters of consumers said they were likely or very likely to redeem a mobile coupon that they requested – with 60% saying they would redeem a coupon they receive via a promotion text message within one week.
5. Employ high-value, single-use coupons
Given the choice, consumers overwhelmingly prefer higher-value coupons that they can use only once, versus lower-value coupons that they can use multiple times.
For a more detailed look at what U.S. consumers really want from mobile coupons, you can read the complete 2018 Mobile Coupon Survey.
Mobile coupon marketing is a key pillar to retailers’ overall coupon strategy. Here’s a link to more info on mobile coupon marketing.