- October 2019
- 14
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
- 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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