Catalina Marketing has performed a study that suggests that print
at home offers, the original digital coupons, are now on the decline (10%
annually for the past 2 years). This is
in part due to the fact that marketers have been shifting their focus to solely
digital offers that are linked to loyalty programs. Catalina’s study also suggested that within 5
years, digital coupons will completely overtake print coupons.
Many retailers still use print coupons. Personally, I receive a great deal of coupons
in the mail and utilize them. However, I
often forget to use them before they expire unless I have a particular item
that I am shopping for.
Catalina president, Todd Morris, believes that soon stores
like Target will have technology that allows consumers to redeem digital
coupons at checkout by entering their phone number. This would help remedy that problem that
shoppers often do not remember to use their digital coupons before they expire.
Companies like Starbucks send reminder emails to use digital
coupons and rewards before they expire.
This is intelligent because it brings customers into the store and they
will often spend more money than the reward or offer.
Moreover, I think that Starbucks is a great example of how
to progress into the mobile payment space and use digital coupons to their
advantage. The Starbucks mobile app is
excellent. It marries a loyalty program
with mobile payment. I find that I often
default to Starbucks when I do not have my wallet since I have a Starbucks card
on my phone and often have various incentives on the card that I need to
use. Just today, I received an email
that I had a reward expiring so I felt an impulse to go to Starbucks and use
it, when I normally would not have gone there.
This is a great tool to drive traffic.
Source: Ad Age
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