Couponing has been around in marketing in some form or other going back to Asa Chandler, the Coca-Cola founder who created the first coupon in 1894, offering people a free glass of Coca-Cola to market his new drink (Coupon Sherpa).
Ever since then companies have used coupons as part of the marketing mix to effectively drive sales. Over the last 100 years it has evolved into a practice that customers are accustomed to seeing at some stage of a sales process. Far from the move to online marketing diminishing the practice, its has bolstered it, with more than half of US internet users expected to redeem a digital coupon in the next year according to eMarketer.
The mobile device has made it really easy for consumers to redeem coupons. eMarketer has predicted that more than 70% of digital coupon users will use a mobile device to redeem a discount in 2014. With more companies using both mobile coupons and mobile sites, we thought we would look at ways businesses can optimize the two together, helping to drive business growth.
Integrating mobile coupons into your mobile strategy makes perfect sense, but there are a few key points to keep in mind to ensure the business gets the maximum return.
1. Make the offer clear
This seems fairly fundamental but how many marketing and sales faux pas have we witnessed over time? It is important that the coupon clearly states what the offer is for and any applicable T&Cs are mentioned. To get the greatest return on the offer, remove any element of ambiguity so that the customer has no uncertainty around using it.
2. Set an expiry date
This is another important if not obvious element to the coupon. For the business, the idea of the coupon is to drive sales for a particular offer. It may be used to drum up off season demand or to promote a new product. Whatever the reason, it is important to keep the offer within a specific time frame. To control the demand and supply on the offer, there must be an end date published on the coupon. With the goMobi mobile site Coupon feature, an expiry date can be added to the coupon. Once the date has been reached the coupon will automatically be removed from the site.
3. Make it redeemable
When dealing with paper coupons this isn’t so much of an issue, once the coupon is presented at the checkout it can be taken from the customer and marked as used or redeemed. When adding a coupon to a mobile site it can be a bit trickier to know if it has been redeemed by the customer or not. With the goMobi coupon feature, the business can select the number of times the coupon can be redeemed, thus controlling the offer. If a specific number is added, then once that number has been reached the redeem button will no longer be displayed on the coupon. This allows the business to limit the number it can fulfill.
4. Reward loyal customers
The great thing about coupons is that they allow businesses to reward loyal customers with specific offers. Using the coupon feature on the goMobi mobile site, a business can create targeted offers and then send these out to their most frequent customers. This is an important marketing activity that increases customer retention.
5. Promote, promote, promote!
The final point around couponing is also the most important one. Once you have created your offer you need to promote it. Spread it across all relevant social media and online channels, driving traffic and demand around the offer.
goMobi websites offer the ability to add coupons to your site along with 40+ other features. To learn more about goMobi contact us today. If you would like to become a partner and sell goMobi to your customers get in touch.