In this guide, we’ll show you how you can prepare your promotional campaigns, like coupons and online discounts, to be effective on mobile.
A 2018 study by dealnerd provides two insights marketers cannot afford to miss: 47 percent of respondents prefer to shop using mobile devices but at the same time, 84 percent have abandoned an e-commerce purchase because of problems with checking out. The numbers support a trend we’ve all seen for a while. People shop using their smartphones and they demand that every part of the purchase journey is mobile-ready. In this guide, we’ll show you how you can prepare your promotional campaigns, like coupons and online discounts, to be effective on mobile.
The same study claims that 26 percent prefer the convenience of redeeming online discounts. So, what makes an online discount convenient? - you ask. There are a few important parameters you should take into account. Some of them stem from your customers' habits, some from your business strategy, and some have a lot to do with the technology your business runs on. Your goal is to mix them up in a series of experiments to figure out the golden formula for driving revenue.
QR codes - as you can see on the chart, the majority of coupons come with email. If you have already adopted responsive emails, you can include one more thing to top the coupon redemption experience. Introduce QR codes along with the text codes. QR codes are easy to stash and straightforward to redeem later in offline shops in particular. By providing codes in 2 formats, customers can fall back to the text code if needed.
Not only email - emails aren’t the best way to capture shoppers’ attention when you want to trigger prompt interactions. Using push notifications or SMS/MMS can give you much better results in flash, short-expiry promotions or if you can and want to send out geolocated offers. If you have a native app, you can also think of timed, nonintrusive popups, e.g. when you detect a specific user activity.
External channels - the wave of coupon deals has given birth to mobile coupon hubs. They are usually highly-ranked in app stores, so you might consider placing some of your deals there to get more visibility. Keep an eye on the value you get relative to the commission you pay, though. Alternatively, if your brand is strong enough, you can create your own coupon hub as part of your web/native app, like Zalando did.
Personalize - segment customers into groups and target them with the deals they like and seek. The ability to adjust coupon discounts and themes to customer preferences gives you a massive advantage over your competitors. In today’s data-driven world, this is how e-commerce giants build their marketing campaigns. Promotion personalization can be achieved in many ways, we’ve put some proven ideas on our blog recently.
Control your budget - sometimes the coupon deal starts as a trickle before it becomes a flood. If you’re not prepared for any sort of viral growth in coupon usage, you might harm your promo budget and take the heat from management. There are a couple of ways to prevent this serious side effect:
* unique, one-off coupon codes * limited-time offers * campaign budget monitor which deactivates the discount when it hits the predefined goal
Not only coupons - sometimes, especially when your customer is already logged into your app, you can drop the need for coupon codes and prompt promotion messages automatically. So-called cart-level discounts work particularly well on mobile for customer retention or upselling campaigns. Similar to coupons, they can be shared with mobile-friendly marketing channels and should be monitored for fraud too. The other proven way to drive revenue through promotions is to launch a two-way friends-refer-friends program. Two-way means: referrer gets rewards for attracting new shoppers and the first-time customers are more inclined to purchase at your store because an outstanding discount is carried with the referral code.
(Advanced) gamify your promotions - if you manage to introduce some or all the previous tactics, you can start engaging customers with more advanced tools like gamification. Lotteries, challenges, or surveys bundled with discounts will help you win the battle for customer attention. Smartphone features like geolocation, gestures, and game development kits are the prefect tools to come up with something creative.
Making promotions work on mobile
Napoleon asked why his soldiers weren’t attacking the city. They said there are 10 reasons, the first one is the lack of cannons, so the others aren’t important. The same applies to your promotional campaigns. The omni-channel experience and a high-level of marketing personalization aren’t possible without the underlying software. No promo tactics can’t be mixed and tested if you don’t get your software integrated with your e-commerce and CRM platform first.
Assuming that you want to tap into mobile promotions and make them work for you, we recommend scheduling a meeting with your CTO to find out the next steps. Plus, you can also take a look at this article on traits a good promotion management system should have before the meeting.