The Fascinating World of Digital Coupons

A study conducted by Harris Interactive found adults with children at home are more likely to be interested in text alerts about sales and promotions than those with no kids at home. Of people with kids younger than 6 in their household, 35% are at least somewhat interested in getting opt-in text alerts from favorite businesses, compared to 32% of households with older kids and 25% of homes with no children. (The study, conducted in May with 2,000 adults, does not distinguish between childless adults and empty-nesters.)
The Growing Market for Mobile Coupons
According to this compelling infographic, mobile coupons appear to be what is driving the mobile advertising market’s growth – and are the most motivating to consumers. Mobile coupons were a $90 million market in the U.S. in 2009, but are expected to grow to $6.5 billion in 4 years. Particularly convincing is that coupons and purchase incentives drive people to spend far more than they would have without said coupon – on average, from $122 without a coupon to $216 with.
    Kroger Co., looking to boost traffic and use of its loyalty program, is making it easier to download digital coupons and load them onto its loyalty cards. The grocery chain is offering more than 100 coupons on its website and allowing users to digitally “clip” them and load them onto their Kroger Plus loyalty cards – the first time Kroger has put together a digital clearinghouse in this way. At checkout, shoppers scan their Plus Card and the discounts are automatically deducted from their bill, the company explains. The Digital Coupon Center includes coupons for Kroger private label brands as well as for popular brands.
    Simon Property Group has teamed up with a Silicon startup, Shopkick, to give its retailers a new option with digital couponing: an application that beams offers to shoppers as they walk by the stores. Simon Property Group is one of the largest retail real estate owners in the country, with some 370 shopping centers. It will be launching this program in 25 of its stores in New York, Chicago, southern California and San Francisco, with plans to introduce it in 100 centers over the next several months. (via the AP). This is how the application works: retailers install the Shopkick application on small speakers at the entrance to their stores. These emit an inaudible sound – which contains a code for the store – that is picked up by cellphones’ microphones. Consumers need to have the Shopkick app on their phones to receive any offers.

    Kroger Takes Online Coupons to Next Level (adweek.com)
    Kroger Launches Online Coupon Center (webpronews.com)
    Shopkick Prepares to Kick Off a Geo-Retailing Revolution (dailyfinance.com)
    Best Buy Launches Shopkick Automatic Checkins and Rewards at 257 Stores (mashable.com)
    Mall deal gives big boost to cell-phone coupons (sfgate.com)
    shopkick and Simon Property Group to Bring Location-Based Shopping App to More Than 100 of the Nation’s Largest Malls (prnewswire.com)

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