Best Approaches To Mobile Couponing

A period just over a decade greatly transformed the telecom landscape in India

. As per a COAI (Cellular Operators Association of India) report, India had 752 million mobile connections by the end of year 2010 depicting a teledensity of 63%, a steep climb from less than 1 million connections in 1998. Such a meteoric rise in mobile connections presented an opportune moment to Indian retailers to rejig their marketing strategies around mobile coupons.

Convenience of mobile coupons vis--vis its paper format is extremely appealing to consumers. They no longer have to search, cut, save and carry printed formats of coupons to claim discounts. A hassle free alternative of flashing their mobile device at a Point of Sale (POS) is what is resulting in higher redemption rates. Juniper Research, a leading analyst firm in the wireless sector has projected global mobile coupon redemption value to cross $43 billion by 2016.

A successful mobile couponing program should be modeled around the following steps:

Know your customers - It is important to talk to the consumers even before they hit a store. Influencing consumer perception around your brand is a process that should start much before driving customers to your stores. Consider mapping your marketing initiatives around mobile loyalty platforms for a constant and meaningful connect with your target audience.

Precision marketing - As a business, you must aim towards higher redemption to drive customers to your stores and instill brand loyalty. It can only happen when you are able to segment your customers based on factors such as purchasing behavior, frequency of visits, redemption activity and choice of products/services. For instance, if your consumer is only buying mens clothing then it will be a good approach to tailor couponing campaigns accordingly.

Innovative campaigns - There is a high degree of innovation that should go into mobile couponing campaigns. Offer creation is a significant step around which the success of a mobile coupon will depend. Marketers can no longer rely on disseminating random generic offers.

Conclusion

Mobile coupons are turning out to be a smart marketing strategy available to brand managers today. Technology glitches and mass installation across multiple POS are the only drawbacks that can be countered by going for a reputable enterprise mobility company. Use of mobile coupons in your marketing initiatives is an environment friendly approach as it will cut paper use to a large degree and save related overheads. Integration of mobile coupons along with a comprehensive mobile loyalty program will help deliver detailed analytics and insights to enhance the efficiency of your business.

by: Mloyal

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