2011 is boom time for the confluence of mobile marketing and retail. Retailers that do not adopt and embrace these guidelines could get lost in the shuffle and miss out on reaping the greatest benefit. To get the maximum return on investment by implementing a mobile coupon strategy as a retailer, the Mobile Marketing Assocation (MMA) recommends the following guidelines in their recent whitepaper. Understanding the following concepts will help increase your success of a mobile price promotion integrated into your marketing campaign.
Lenco Mobile Couponing Platform
5 Best Practices – Mobile Coupons
- Honesty: Ensure the customer knows the terms and conditions, can easily read disclaimers, warranties and guarantees and expiration dates, indicate the delivery method and make sure they can give feedback.
- Content and Placement: Operate in good taste with your content. Make sure the audience is accurately targeted.
- Transparency: Make your logo, name and product name prominent so the customer can see it right away. Be clear about your identity and offering as a business.
- Price and Value: It’s important to let consumers know about any pricing involved in participation. Make sure any requirements are simple to find.
- Privacy and Security: As in all permission marketing, allow the consumer to opt in or out quickly and easily. Make sure to follow the guidelines set forth by the MMA.
5 Stages – Mobile Price Promotions
- Setup and Communication: Become well versed in the guidelines in the MMA Code of Conduct for Mobile marketing. Be prepared for the redemption of your coupon.
- Discovery and Acquisition: Discovery is consumer opt in. Acquisition is the actual delivery method of the coupon. There are a variety of ways to promote mobile coupons. Push and pull are two of the most common. Push allows coupon delivery once a customer is already opted in to receiving messages. Pull requires a consumer to take an action such as send a shortcode via text message, get an app on their smartphone, banner ad interaction or Quick Response (QR) Code scanning at the point-of-sale.
- Presentment: How does the customer present the coupon to you as a retailer? They can redeem it by barcode, mobile number, entering a loyalty card number, texting special shortcodes in product packaging or entering other specific rebate information.
- Validation and Redemption: First verify the campaign. Validate the coupon and make sure there is no fraud to ensure it can be redeemed and granted smoothly.
- Reconciliation: This is the technical process where data is gathered from the point-of-sale system and processed by a coupon clearinghouse in general.
Retailers who grasp the stages of deploying mobile coupon campaigns and the best practices that govern them can drive increased traffic in 2011. By effectively utilizing discounts to boost ROI from a classic marketing standpoint translated to this new and exciting platform of the smartphone, merchants can hit the moving target of the coming coupon craze. Make sure to consult with a company well versed in mobile platforms such as Lenco Mobile before starting.
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