Mobile Couponing in Wallets, Apple Passbook in bundesweiten Kampagnen mit mobilen Coupons
Mobile Couponing 101
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Transcript of Mobile Couponing 101
How can mobile be used to enhance the point of sale?
This research collabora-on between Carat and Microso4 sought to define the
structure of consumers’ paths to purchase and how different touchpoints play
a role in shaping decisions as to where and what to purchase. 19,000
shoppers in 17 countries were queried on their most recent shopping
occasions in four key retail categories: apparel, quick service restaurants,
groceries and home electronics.
A fi4h category, Home Improvement Centers, was done in the US.
NEW SHOPPER JOURNEYS:
MethodologyPhase I : Inves+ga+ve Qualita+ve Research
Shopping diary(mix of paper & video)
Individual depth interviews
Shop-‐Alongs
Step 1 Step 2 Step 3
Study Overview
MethodologyPhase II : Global Quan+ta+ve research
USA samples
USA
n=2,680
European samples
Italy
n=1,118
Germany
n=1,012
Spain
n=1,031
UK
n=1,141
France
n=1,063
Asian samples
Taiwan
n=1,073
China
n=1,546
Japan
n=1,015
India
n=1065
Hong Kong
n=1,032
Singapore
n=1034
‘Americas’ samples
Canada
n=1089
Brazil
n=1,023
Mexico
n=1,006
Argen+na*
n=581
Colombia*
n=493
A 20-30 minute online survey amongst shoppers from 17 countriesEach respondent answered questions about two different categories
Study Overview
MethodologyThe Five Retail Ver+cals Inves+gated
1,039
Home ElectronicsCell Phone
962
Clothes, Shoes& Accessories
1,088
Home Improvement
1,124
Quick Service
Restaurants
1,147
GroceriesPersonal Care
US Sample
Total US Sample: 2,680
Last six monthsLast month
(min $30 spend)Past six months Past month Past week
QualifyingCriteria
(Recency)
Study Overview
§ Discount coupons used more o\en § Price more important than brand/quality
Hierarchy of Shoppers’ New BehaviorsHierarchy of ta
c7cs fo
r cop
ing with
the recession
More Advance Purchase Research
Seeking Better Value
Using Different Channels
Reduced Volume
Word-of-Mouth
§ More time looking for special promotions § Visiting a number of retailers to find best deal § Reading online forums/ consumer websites
§ Discount stores § More online shopping § More online auctions§ Mobile
§ Fewer visits to retailers
§ Peer reviews - 1:1 and through social media
Old models no longer adequately describe what’s happening
Awareness
Purchase
ConsideraIon
8
It’s not linear. It’s a dynamic process.
con$nuous itera$ons
53%*Built up List
66%*Refine List
From Paths to Journeys: The New Shopper Paradigm
‘Post-‐tailing’‘Retailing’‘Pre-‐tailing’
Need State Research PurchasePost Purchase
WOM Feedback Loop
In-‐storeresearch
35%used mobile in store before making
a new purchase
Adding Value Through Coupons
Manufacturer Retail
versus
It’s easy for retailers to do mobile couponing... Not so easy for
manufacturers
Manufacturer
Coupon Sherpa
Coupons Are Popular With Younger Demo
source: Forrester | North American Technographics Benchmark Survey 2009
Do you receive coupons/promo7ons AT LEAST MONTHLY on your cell phone/smartphone or handheld wireless device?
For What Products Do They Want Coupons?
I would not be interested in receiving discounts on my cell phone
Restaurants (e.g., McDonald’s, SUBWAY, Applebee’s
Drinks (e.g., Coca-‐Cola, Starbucks
Household Products (e.g., dishwashing liquid, all-‐purpose cleaner)
Personal care products (e.g., shampoo)
Music or DVDS
Snacks (e.g., candy bars, chips)
Fashion/apparel
Events (e.g., concerts, movies)
Travel/air
Car Maintenance and repairs
0% 18% 35% 53% 70%
11%
15%
18%
18%
21%
27%
14%
23%
23%
30%
56%
8%
9%
11%
12%
12%
12%
13%
14%
17%
23%
70%
US mobile Owners US mobile owners ages 18-‐24
source: Forrester | North American Technographics Benchmark Survey 2009
But How Do Delivery OpIons Stack Up?Discover Collect Hold Match Redeem
Mobile (SMS)
Mobile (bluetooth)
Mobile Web
Mobile Applica+on
Paper (FSI)*
Paper (rebate)
Online (FSI)*
Online (rebate)
Loyalty programs
source: Forrester | North American Technographics Benchmark Survey 2009
If your a retailer there is no trouble: It’s a manufacturer issue
Coupons -‐ How They Work -‐ A Simplified Overview
PAIN POINTS
Brandissues
Coupons
Brandreimburses
retailer
Hardware Issues
2D Scanner
Web IntegraIon Issues
Summary
What’s A Mule?
The Receipt
Mostly =
The Receipt Mule
Consumer Flow
Consumer Buys a
XXX
Consumer gets
receipt
Receipt has Dynamically generated Pin Code
Consumer texts back
Pin Code to Short Code
Code Verified and
discount added to
loylaty card
The End Dilemma
The End Cap Mule
Converting a static experience into:
POS IntegraIon Required
Pin Storage / Redemption
and Campaign Management
Mobile Gateway
PIN’s
Verify PIN & begin 2-way conversation
Dynamic PIN provisioning
The Loyalty Card
A Few Retailers To Pilot With
Summary
• Gene Keenan• gene@thecollec+vefactory.com• 415.218.7369