Over the years mobile phone coupons have gained popularity as they tend to bridge the gap between physical retailing and online buying. Research conducted by Juniper Research reveals that mobile phone coupon programs will dominate the market as the redemption rates will reach 8% by 2016. This means that by the end of 2016, businesses will be able to maximize their profitability by offering their products and services to 600 million mobile phone users through these coupons worldwide.
Offering coupons to consumers through mobile phones is still an untapped marketing opportunity. Smart businesses can take the initiative and have an edge over their competitors. Many restaurants are coming up with marketing strategies based on these techniques to penetrate well in the market.
Domino’s Pizza is one such restaurant that has designed a coupon campaign. The campaign aims to serve all its franchises in this regard. For running this campaign, it has partnered with Air2Web to act as their mobile service provider for this platform. Air2Web provides its clients with services in mobile marketing by offering integrated mobile technology.
Mobile coupons will allow Dominos to interact directly with its customers. Campaigns like these leave a long-lasting impression in the minds of customers. This in turn helps in improving brand recall and even sales. Coupon codes will be sent to customers through text messages which will help in capturing the attention of existing as well as potential customers.
Rob Weisberg, vice president of multimedia marketing at Domino’s Pizza is more than satisfied with the performance of the mobile phone coupon program, as the results of this text campaign have been very profitable. Domino’s has a large customer base, including some customers who place orders via text messages. By launching this program, the company has increased sales by targeting more customers.
When comparing the redemption rates for print coupons and mobile coupons, the analysis reveals that mobile coupons are at least 15% more effective than print coupons. One reason behind its effectiveness can be the fact that people find mobile coupons far more convenient to use.
Businesses benefit from offering mobile phone coupons to their customers. Mobile coupons enable them to provide their customers with real-time offers and personalization. From a cost-cutting point of view, it costs them far less than paper coupons.
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