Mobile Coupons Bring Consumer Savings Into the New Age
The days of clip-and-save are gone. Even click-and-save is old-school. Consumers today get their information on the move, and mobile coupons allow retailers to keep pace. In fact, if redemption rates are any indication, retailers who use mobile coupons are leading the pack.
Call it tap-and-save.
Mobile coupons make sense because they combine new-age, smartphone technology with the age-old desire of consumers to save money. But rather than hassle with browsing the local newspaper, clipping and storing paper coupons, and remembering to carry them along during their next trip to the store, consumers more and more prefer to eliminate the work and receive coupons on the device they always carry with them.
Numbers tell the story. Traditional print coupons typically enjoy a 2-percent redemption rate; by contrast, some mobile campaigns see redemption rates as high as 40 percent! Why the gap? While reaching consumers on their cellphones certainly plays an enormous role, so too does the audience to whom you’re communicating. Unlike print ad coupons, which simply go out to people in a particular region, mobile coupons reach consumers who have specifically requested to receive a retailer’s text messages. Your database might only include a few dozen cellphone numbers, but every one of them belongs to a consumer who has expressed an interest in your product or service.
Restaurant owners might offer a free appetizer with a meal over $20. Golf course managers might offer $3 off a bucket of balls at the driving range. The possibilities are endless, whether a business owner opts to send out simple SMS messages or include graphic-enhanced MMS messages. In either case, retailers have the ability to speak to their entire client database on a level that feels personal and one-on-one.
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