Best Practices for Integrating Mobile Coupons Into Your Marketing Mix
In order to establish and maintain the relationships Stuart was referring to, marketers and retailers alike must understand the five stages of mobile price promotions, as outlined by the MMA:
1. Setup and Communication: Be ready for the redemption of your coupon — i.e., meet all the requirements set forth in the MMA Code of Conduct for Mobile Marketing.
2. Discovery and Acquisition: Discovery is when consumers opt in to your promotions; acquisition is the method in which the coupon is delivered. Promotions can be delivered in a variety of ways, depending on if you use a "push" or "pull" method. Pull methods have the consumer take some sort of action to redeem their coupon, such as sending a short code via text message, downloading and activating an app, interacting with a banner ad, or scanning a 2-D barcode. Push methods allow delivery of coupons once a consumer is opted-in to your messages.
3. Presentment: This refers to the way a coupon is redeemed, such as entering a barcode or mobile phone number at the point of sale, entering a loyalty card number, entering direct rebate information, or texting unique short codes inside product packaging.
4. Validation and Redemption: This stage ensures the validity of a campaign. Once a coupon is cleared of any fraudulent activity and the customer meets its qualifications, it's then redeemed and granted.
5. Reconciliation: This stage provides a method for getting data out of a point-of-sale system and into a reimbursement process. This process is usually managed by a coupon clearinghouse.
- People:
- Greg Stuart