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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    CPG: Campbell’s Neuromarketing, General Mills Kneejerk

    General Mills spelled out its recipe for profitable growth: Hispanics, baby boomers and millennials. In a cliched and reactionary-sounding move, the Minneapolis package-food company revealed products and marketing plans designed specifically for those segments at the Consumer Analysts Group of New York conference this morning.
    “We think our categories and our brands are well-positioned for strong future growth because they are on trend with the evolving consumer needs,” said Ian Friendly, chief operating officer and exec VP-U.S. retail. “We’re anticipating a rise in multicultural consumers, particularly Hispanics, plus a growing number of aging baby boomers and the emergence of millennials as the next generation with significant influence in the marketplace.” General Mills also has its eye on U.S. Census data — and is therefore aware that the Hispanic market will be driving 53% of the population growth between now and 2015.
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    Retail: Odin

    It’s been a busy season for the guys at Odin: a new collection of colognes, a collaborative line with Duckie Brown, and a little retail-space musical chairs. The new West Village shop is now open in Oliver Spencer’s old Greenwich Street digs (and Spencer’s up and running on East 11th Street). Here’s a peek inside: From the look of it, grabbing brunch at the neighboring Spotted Pig just got a lot more dangerous for your bottom line.
    odin
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    Target Gives New Life To Potboilers, WalMart Turns Up The Heat

    Target, which has long built its reputation on its eye for good design, is further distinguishing itself as a purveyor of finer taste (by big box retailer standards, at least). The 1,700 location chain is using its ‘Bookmarked Club Pick‘ program to turn its loyal shoppers into rabid readers—and catapulting unwitting authors into significant sales territory at the same time. By positioning Target-exclusive editions in prominent shelving locations throughout stores, authors like Tatiana de Rosnay—whose initial dud Sarah’s Key went on to sell 145,000 copies through Bookmarked—are finding themselves with a second chance at a literary career.
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    Walmart has launched an aggressive push to have marketers divert their consumer media and marketing budgets into the giant retailer’s growing ad budget and in-store marketing programs, using a simultaneous push to clear underperforming brands off its shelves as extra leverage.
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    Microsoft v Apple (Stores, Laws)

    Microsoft to Build Retail Stores Right Next to Apple’s?
    I think most people in Marketing admire how Apple use their stores to build their brand story. Last winter, Microsoft announced that they’ll be opening retail stores; today, they confirmed that the first ones will be opening this fall. Some of them will apparently be located right next to Apple stores(!) The designs of the store aren’t public yet–but their recent “concept” store on the Redmond campus manages to look exactly like the love child of a Circuit City and a Walgreens.

    microsoft-store_4801

    [This – above – is a joke. That – below – is apparently real]

    microsoft retail store

    In the latest twist in the computer wars, Microsoft Chief Operating Officer Kevin Turner stated publicly yesterday that attorneys for Apple demanded Microsoft pull its “Laptop Hunters” campaign that shows buyers comparing prices between Macs and PCs. And Apple’s keeping quiet on the subject. The campaign, created by Microsoft’s consumer ad agency, Crispin Porter & Bogusky, began running in March and marked a new ad strategy from the software giant: painting rival Apple as pricey. By some measures, the ads have been successful in boosting Microsoft’s “value perception.”
    Microsoft has reported a disappointing 17% slump in revenues as it was hit by competition from Google and Apple and falling demand for new computers. Results for the three months to June saw net profit for the period at $3.1bn (£1.9bn), down by 29% from the same period a year earlier. Revenue came in at $13.1bn, down 17% from a year ago.
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    Social Media: Kmart Bloggers, Carrotmob, vLane.com

    Kmart Enlists Bloggers For Social Net Campaign
    A sponsored social networking campaign enlisting the help of six well-known bloggers is yielding big buzz for Kmart and encouraging consumers to give the retailer another look during the critical holiday season. Kmart gave each of six influential bloggers a $500 gift certificate to go on a shopping spree in the store and then blog about their shopping experiences in any way they saw fit (no censorship). The bloggers clearly disclosed this sponsored arrangement in their respective postings. In addition, Kmart is sponsoring a contest in which one community member from each of the six blogs will win a $500 gift certificate to go on a Kmart shopping spree.

    k-mart sign cool

    Carrotmob’s Reverse Boycott Helps Brooklyn Hardware Store Go Green
    Yesterday the global volunteer group Carrotmob held its first reverse boycott event in the Brooklyn neighborhood Park Slope at family-owned Tarzian Hardware. Carrotmob, a global volunteer group, brings together consumers and businesses to benefit the planet. Believing that a little bit of money can elicit a large amount of change, Carrotmob uses the “carrot” of consumer purchasing power to entice businesses to become more green.

    vLane.com: Social Car Shopping
    “Find the right car for you! Discover which vehicles meet your needs. Compare cars side-by-side See which one is best for you. Ask a question Get trusted advice from your friends. Review your car Let others know what you think. # Search local classifieds Find cars for sale in your area.”

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