Coupon use is on the rise and the number of clients interested in offering mobile coupons is growing accordingly. As clients explore this new distribution channel, there are essentially four options.
1. Static Coupon Code via Text Message
Sending a coupon code in response to an in-bound message or to an in-house list is a great way for companies to dip their toe in the mobile coupon waters. From local restaurants to national retailers, companies of all sizes have found this execution to be an effective way to drive sales. In this type of program, every recipient receives the same message and the coupon code is the same for everyone.
2. Unique Coupon Code via Text Message
For those retailers intent on more detailed tracking and/or ensuring that a code is used just once, a dynamic code can be inserted to each message on the fly. A predetermined number of characters are reserved for the code and each recipient receives a unique coupon code.
3. Barcode via Mobile Site or Application
Barcodes are obviously attractive for their tracking capabilities but can prove to be a bit unwieldy from a technical perspective. Hurdles to a seamless rollout include customers without a data plan to retrieve the barcode from a mobile site or download an application, phone screens with resolution so low that they can’t be scanned, and retailers operating multiple stores with different POS systems. With that said, we have executed a test campaign with a national retailer and didn’t have a single complaint at the store level.
4. Coupon via Email in Response to Text Message
This is what we refer to on our site as “Digital Collateral”. While not technically a mobile coupon, it allows marketers to add a text call to action to a traditional media placement with the ultimate deliverable being an email with the coupon attached for printing. This execution is a bit more laborious for the consumer, but is a good fit for brands that require a paper coupon be presented at retail. The process is as follows:
- Consumer sends text message in response to a marketing message.
- Consumer receives text message thanking them for their interest in the coupon and prompts them to supply their email address to receive the coupon.
- The coupon is sent to their email address immediately.
- Consumer prints coupon at home and takes to the retail location.