Written by Stefanie Gray
Not surprisingly, the short answer: the ultimate mobile coupon experience does not exist. Having worked exclusively with retailers for many years, we have found that creating an optimal customer journey depends on the retailer’s definition of the consumer’s purchase process, which includes the retailer’s offer strategy.
Following are ideas based on actual mobile coupon experiences CodeBroker retailers have created resulting in great customer engagement that resulted in increased basket size and incremental revenue.
Grocers: Mobile app load-to-card
In addition to the FSI that advertises weekly sale items, one grocer delivers additional offers to consumers who belong to the grocer’s loyalty program. To join, the customer downloads the grocer’s mobile app, signs-up for the loyalty program, and receives a digital loyalty card.
From within the mobile app, consumers are able to view an automated version of the FSI as well as the loyalty member mobile coupons. When viewing either the electronic FSI or member coupons, the consumer clicks on an item and the offer is automatically loaded onto the consumer’s digital loyalty club card. Once the offer is moved to the card, it is no longer available to view on the digital fliers.
During check-out, the consumer presents their loyalty club card to the cashier who scans the barcode displayed on the digital card. All discounts are automatically applied and the coupon is removed from the card ensuring the discount cannot be used again.
The grocer delivers PUSH notifications to their customer’s mobile device when new coupons are available to view. Mobile app engagement has dramatically increased due to an improved mobile coupon experience.
Service-oriented retailers: Automated receipt with a bounce-back offer
As many retailers move to paperless systems, a nail salon decided to improve their mobile coupon experience by delivering mobile offers to consumers who elect to receive their receipt electronically. During check out, either before or after the service has been performed, the sales associate asks the consumer if she would like to receive a digital receipt. For consumers that consent, the salon delivers a mobile coupon for 10% off of a service during their next visit with the e-receipt.
The e-receipt is sent to the consumer’s email address and contains a link to the mobile offer. When the consumer clicks on the link, the coupon is displayed in the mobile web browser if she is reading email on her smartphone. Otherwise, the coupon appears in a desktop web browser that can be printed and presented during check-out at the consumer’s next salon appointment.
Consumer’s requesting electronic receipts has sky rocketed knowing that they will receive a mobile coupon good towards their next appointment. In addition, monies saved by moving away from paper receipts has more than offset the expense of the 10% discount. Both the nail salon and their customers appreciate the new mobile coupon experience.
eCommerce sites: Coupon center check-out
In the beginning, what seemed like an inconsequential feature turned out to significantly improve the consumer online shopping experience. One ecommerce retailer incorporated the ability for a consumer to select the coupons they would like to apply to a purchase. In other words, the e-tailer developed an electronic coupon center that is integrated with the online checkout process.
The consumer selects the items they wish to buy and proceeds to checkout. The consumer then signs into their account as the first step in the checkout process. Following successful authorization, the consumer is presented with all of their offers – offers they have earned through the awards program as well as special deals related to the items the customer intends to buy.
The consumer then selects which offers they want to apply to the current transaction and clicks Submit. The updated amount due is displayed and the consumer continues with the purchase process.
These are just a few possibilities that retailers, who are committed to creating excellent consumer experiences for their customers, can deploy to further enhance the consumer mobile coupon experience. For more information on the benefits of using mobile coupons, please click on mobile coupon software to learn how mobile coupons can be used to grow your business.