Anne Howe

Retail Customer Experience: Why Mobile Coupons Are Not the Answer

August 12, 2010

FROM RETAILWIRE:
What people really want, but don't know how to ask for, are ways to save money that are relevant to them. They know about coupons, so they think in those terms. Do you agree that mobile coupons are not the answer? If so, what do you think is the answer?      [more...]

I agree with Jeff that a coupon in and of itself on a mobile phone doesn't provide a marketer a lot of value. It might provide the shopper a little bit more convenience, but not much incremental upside beyond the "cents off" they are already know how to get via other coupon distribution. The real value that marketers and retailers are really seeking translates to more trips and shopper loyalty to the two brands, (manufacturer and retailer) and a palpable reason to inspire that loyalty.

Getting there requires more than a discount. It requires something more that is relevant, unique and actually useful. I believe that can be accomplished through smart use smartphone technology, including QR codes today, and who knows what else that's around the corner tomorrow!

But whatever the technology, successful transmission of the value beyond coupons to the shopper will require visibility in-store, integrated marketing messaging and support by more educated and willing retail personnel who can help the shopper understand value beyond price.