Consumers want to save money on everything from groceries to home goods. Most people are even on the lookout for a discount at their favorite restaurant!
But as we all know, the world is quickly shifting to online shopping in a technological world. The newspaper coupon-clipping, a money-saving strategy that shoppers have used for years, must follow the transition. And while some clients still enjoy a good scavenger hunt for a paper coupon, there is an increasing opportunity for mobile coupons in the marketplace. So, how do companies use mobile coupons to build their brand through digital shopping?
Digital Coupon vs Mobile Wallet Coupon
First, what is a digital coupon? A digital coupon is a discount or offer found online and provides a modern alternative to traditional paper coupons.
Next, let’s look at the mobile wallet. This is simply a digital version of the physical wallet someone carries in a pocket or purse. This is where mobile wallet coupons are stored. Mobile wallets, available on users’ smartphones, safely store secure information such as credit cards, debit cards, membership ids, and loyalty cards. In addition, event tickets, boarding passes, and promotions are accessible from the mobile wallet.
So, here is the difference. Not all digital coupons are mobile wallet coupons. Instead, the digital coupon is a promotional offer or discount provided by a company, often discovered on the retail website or used on products within their store.
The mobile wallet coupon is growing in popularity because it is easy for consumers to use. For the business owner, mobile coupon campaigns prove effective in marketing while being affordable for the company. This trend is not going anywhere as technology expands and improves shoppers’ experience.
Simple for the Consumer is a Marketing Dream
With most of the population carrying a smartphone these days, mobile coupons are easily accessible and can add value to every consumer’s shopping experience. Customers are teaching themselves to use mobile coupons because it is an easy way to save money. For example, a consumer who is a reward member at their local grocery store can quickly access the rewards, promotions, and coupons from their mobile wallet to redeem savings. Studies show that digital coupon redemption volume is steadily rising among consumers of all ages. The youngest users follow brands and trends, while the older generations seek value and savings. With mobile wallet coupons, retailers can reach all demographics and provide a wide range of digitally available value to customers while building their brand.
The pre-installed mobile wallet app on digital devices allows a company to send promotions effortlessly to a specific clientele. Marketing through mobile wallet apps enables brands to target customers with personalized products and offers. Push notifications offer a quick location-based reminder directly to the customer’s device. And mobile coupons can be saved, shared, or even redeemed immediately.
For example, when passing by the store, a consumer receives a notification on their phone about a BOGO offer. The shopper can stop, shop, save and even share the fantastic promotion with family and friends. This simple alert brings the customer into the store to make a purchase.
The Effective and Affordable Marketing Strategy
For the marketing strategist, mobile coupon campaigns are very effective in the growing and changing digital marketplace. A mobile coupon strategy effectively attracts new customers, promotes products, and increases loyalty to the brand.
How does this happen?
The mobile coupon campaign attracts new customers by highlighting its brand through an attractive offer. Studies show coupons influence over 80% of consumers to try new products and encourage shoppers to make a purchase faster than they would without a coupon. Digital coupons are also effective in keeping products on shoppers’ lists, leading to a high redemption rate. So, whether the goal is to reach a new customer or promote a new product, the mobile coupon is a tangible reminder to the consumer to make the purchase. And the coupon will not only increase brand awareness but also encourage and increase brand loyalty. Overall, the mobile coupon campaign successfully creates more interest and traffic and increases consumer spending.
Ready to get started?
The mobile coupon campaign is an opportunity for any business to increase revenue and get a strong return on advertising. Of course, affordability is an essential piece of this marketing strategy. Consider this, major tech companies like Apple include a pre-loaded wallet app, and to date, there are over 1 billion iPhones active worldwide. Google Pay offers a free mobile app in the Google play store. Google Pay has over 150 million active users across 40 countries every month. Consumer devices are equipped for mobile wallet marketing to billions of people. The opportunities to market through mobile coupons are endless. This includes the freedom to create a personalized campaign that genuinely highlights your brand using location-based services and push notifications to reach your audience. A well-executed mobile campaign will provide your company with measurable data such as consumer traffic, client spending, and increased overall revenue. As you can see, there is an opportunity for any brand, big or small, to achieve success using a mobile coupon strategy.
If you want to explore how your brand can increase business traffic with a mobile coupon marketing strategy, reach out to us at Mobeo. We offer a complete solution to be customized mobile marketing that is measurable and personalized to fit your needs.
As the name suggests, online to offline (O2O) marketing is the process of running online marketing campaigns designed to drive in-store foot traffic and offline sales.
The outcome is more targeted marketing and greater brand affinity by humanizing the sale at the point of purchase.
How does O2O marketing work?
There are four stages of the O2O process:
Online discovery: 81% of shoppers do their product research and discovery online, so O2O marketing focuses on gaining exposure across top-searched channels to gather user data. These channels include:
SEO and content creation – driving SEO for keywords with high search volume within the target audience by creating high-quality content.
Email marketing – Inviting potential customers to subscribe for new products or sales alerts.
Location and preferred store data – As part of the email opt-in process, collect consumer zip codes, which can be correlated with their nearest store to be segmented and targeted accurately.
Offline purchase: You can start driving them in-store for product launches, trials, or special promotions now that you’ve got an audience.
Post-purchase feedback: Collecting customer feedback after they’ve made a purchase will help strengthen relationships, grow product launch sales and gather better insights about customer preferences. This feedback can be from product reviews or purchase drivers/intent. Feedback can be collected via an email campaign to consumers within a specific timeframe from the sale event, QR codes on packaging, or purchase receipts sent via email.
Amplification and advocacy: This stage is about building community and encouraging word-of-mouth. This can be achieved through marketing activities like brand ambassador programs or influencer campaigns and social media campaigns asking people to tag friends that might be interested in the product. However, the most crucial factor for generating word-of-mouth and customer advocacy is building a product that your audience loves.
Why should CPG brands take O2O marketing seriously?
It’s hard to deny that O2O marketing provides an edge to CPG brands over eCommerce-only competitors. It offers the consumer the benefit of enabling their usual online research and discovery habits without disruption but adds “service with a smile” and injects a human element into the otherwise sterile eCommerce experience.
Research has shown that delivering an in-store experience helps to address customers’ emotional needs and reinforces brand affinity.
While measuring the post-COVID retail environment, there’s a noticeable shift from “O2O” to an “O+O” philosophy. CPG brands who integrate this school of thought into their marketing efforts will reap the rewards. Online marketing and eCommerce have been ingrained into every shopper journey, which means there’s renewed focus on delivering a better in-store experience.”
A brand’s online and offline marketing activities need to work perfectly to deliver a seamless, consistent customer experience to make the in-store visit a positive one.
If you’re ready to explore innovative ways of delivering a seamless purchase experience to your customers, contact Mobeo today.
As we covered in “Shopper Marketing Part 1:”, Shopper Marketing is the process of ensuring consumers are correctly engaged at every stage throughout the path to purchase, from awareness to consideration to conversion.
This article will explore what you can do to set up a shopper marketing strategy and what you can expect to achieve.
How to create a Shopper Marketing strategy:
Brands that implement a shopper marketing strategy correctly possess a competitive edge because compiling a plan requires a deeper understanding of the consumer path-to-purchase from a holistic perspective rather than individual components.
As a starting point for formulating your shopper marketing strategy, ask yourself these four essential questions:
What does your brand represent, and does that resonate with your target audience?
What is necessary for your target audience?
What are your goals beyond making sales?
What is your budget?
The answers to these questions should represent the heart and soul of your strategy, which can then wrap around each stage of your buyer’s journey:
Awareness Stage – Focus on brand recognition and storytelling to ensure you resonate with your target audience.
Consideration Stage – Deliver value and properly incentivize consumers to encourage them to purchase your products ahead of competitors’.
Conversion Stage – Delight with a positive customer experience and focus on building long-term relationships with your customers.
Retention Stage – Provide an easy way to connect and keep your customers coming back.
Now that you’ve formulated your objectives for each stage of the buyer’s journey, it’s time to think about how you should execute it. For example, what marketing activities will you implement to ensure brand recognition? How do you want to incentivize customers? What channels will you use to communicate this to your target audience?
You can use the traditional marketing principle of the “4 P’s” to map out your plan for executing the shopper marketing strategy:
Price: discounts, bundled offers, price communication, and coupon
Place: eCommerce stores, bricks and mortar stores, visual merchandising, store layout
Product: Featured products, packaging, catalogs
Promotion: promotion communications, advertising channels, communicating brand and products to consumers
What can be achieved with a Shopper Marketing Strategy?
By using a shopper marketing strategy as the lens for looking at the entire buyer journey as one, businesses can expect to:
Increase brand affinity by delivering more consistent marketing messages
Drive sales by looking at the entire path to purchase instead of individual stages
Improves long-term relationships with customers
Focuses on long-term gains rather than short-term objectives, which creates more consistency
Creates opportunity for data-driven decision making by looking at the entire lifecycle and proper data attribution
A deeper understanding of customer segments and preferences by looking at their behaviors across a broader range of activities rather than in isolation
Provide more personalized customer experiences by tracking progress through the path to purchase.
Want to implement a shopper marketing strategy for your business? Please speak to us about how Mobeo delivers value at every customer journey stage.
As supply chain issues continue to derail hopes of a smooth 2022 for retailers, the year is already off to a shaky start.
However, it’s not all doom and gloom. Experts believe there’s a silver lining in the current retail climate, with many opportunities that savvy retailers and CPG brands can tap into this year.
Continued growth for super-speed deliveries:
With more delivery services launching in various cities, retailers’ adoption of these platforms is becoming increasingly widespread. Speed of delivery is the name of the game, with consumers tending to compromise the availability of specific products in favor of the speed they can be delivered straight to their door.
The shift towards premium products:
One market segment that gained popularity during the pandemic was the premium food and beverage category, including alcohol, frozen meals, DIY meal kits, and coffee. This growth is expected to continue post-pandemic due to changes in consumer behavior. While inflation has increased in recent months, there doesn’t yet seem to be any impact on consumer demand.
Overcoming labor shortages:
Many companies are feeling the labor shortage pinch, which is why many retailers and CPG brands are turning to process automation to reduce the workload of tasks that have been human-operated in both warehouses and customer-facing areas of the business. For example, many retailers are introducing self-checkout kiosks to replace checkout staff.
Expansion into food service:
The eCommerce boom in recent years has leveled the playing field and given retailers access to a new pool of potential corporate customers. Before now, winning contracts to supply fresh produce and meals to schools, businesses, and other institutions relied on bidding wars and relationship building. Now businesses want a user-friendly online portal with transparent pricing to order autonomously.
Increased focus on customer experience:
Experts predict that in 2022, there’ll be a consumer shift towards brands that alleviate their stress and provide products and experiences which spark joy. This could correlate to the purchase experience the customer goes through when completing a transaction or the physical products offered by the retailer. For example, many on-demand delivery companies have been offering “quarantine ready” packages, including things like a big fluffy bathrobe, Playstation games, a box of donuts, and some tissues, which can be on their doorstep within 30 minutes.
Eating at home is likely to continue:
Over the past two years, consumers have opted to dine at home, either by choice or as a requirement. This trend is expected to continue. This choice has been attributed to a greater focus on health, wellness, and self-care. However, this is not limited to meals being prepared at home but also food take-out and delivery from restaurants and fast food places. As a result, there will likely be an increase in ghost kitchens, robot chefs, and limited menus to help reduce wait times and costs.
Online grocery shopping is the new norm:
Unsurprisingly, there’s been a boom in the number of consumers who regularly do their grocery shopping online. According to research, the number of US consumers who do their supermarket shopping online has doubled in the past two years. It’sIt’s expected that this behavior will persist in the long term. The pandemic forced many businesses to make their online shopping experience smoother, which automatically removed some obstacles faced by consumers previously.
As with most things in business, perspective and creativity give you a winning edge. For businesses willing to adapt to a changing market, plenty of opportunities abound.
Mobeo is committed to improving brand loyalty and sales by helping retailers and CPG brands target, convert and retain local shoppers. So whether you’re attracting new customers or working on keeping the ones you have, Mobeo has a complete, customizable, and measurable solution to fit your needs.
Talk to us today about how we can help boost your digital footprint.
Local marketing involves businesses with a physical storefront or those who sell their products via retail stores using digital marketing strategies to target new and existing customers in the vicinity to drive traffic in-store. It’s also commonly referred to as “neighborhood marketing.”
Having the ability to target locally can be potent if executed well. This article will highlight some of the most prominent benefits of including local marketing in your strategy for 2022.
Paid hyperlocal ad campaigns are a fantastic way to target your local audience. However, there’s also a lot of other creative and cost-effective ways to generate visibility in a local area. For example, local directories, community pages, message boards, local newspapers, or events are great ways to get your business name out there.
2. Highly targeted
Given that most customers choose to shop within 10 miles of their home, the geographic area that businesses need to focus on can be limited to that radius. This helps keep budgets down and allows retailers to focus on very clearly defined personas.
3. Attract more customers
With leaps forward in geo-targeted and hyperlocal advertising, it’s easier than ever to attract a crowd and add ‘buzz’ to your business by combining buyer intent and the customer’s location. This is one of the best ways to convert online and foot traffic into new customers because once a customer is physically close to your business, there’s a much higher chance of coaxing them into making a purchase, especially if you have introductory promotions available.
4. Smooth-out lulls
Many businesses experience peaks and troughs throughout the day. For example, a cafe might experience lunchtime rush hour but could be much quieter in the afternoon. In addition, scheduling location-based marketing campaigns helps to smooth out the flow of customers throughout the day. For example, it’s common to see restaurants or bars offer “happy hour,” which usually runs during the quieter afternoon hours from 3 pm – 5 pm.
5. Improved brand affinity
Having your local community as your audience means you will have a clearer understanding of their needs, wants, interests, and trends. This increased understanding will enable you to create marketing messages and promotions that will appeal to your community more meaningfully.
6. SEO implications
Search engine optimization and your organic search ranking are affected by many factors, but one of the most important is the number of backlinks your site has. Backlinks are external websites that link to your website. If you list your business on local directories and social media platforms, this will contribute to the number of backlinks to your site. For example, you are listing your business on Yelp, Facebook, Google My Business, and other directories.
Local marketing has many benefits for bricks and mortar businesses, including helping you reach new audiences, boost your search rankings and online traffic, and help establish your business in your local community.
To support your local marketing efforts, Mobeo drives online traffic in-store with our suite of solutions, which can be customized to fit your individual business needs.
Talk to us today about how we can help boost your digital footprint.
Mobile wallet marketing is an effective way for brands to engage customers without installing any other apps or opt-in for notifications. To do this, the brand creates digital loyalty cards or coupons that customers can access and use on their mobile devices.
Mobile wallets present businesses with a new channel to communicate with their customers and improve brand loyalty. Urban Airship, one of the most powerful platforms in the world, reported that “Mobile wallets are now among the top four ways consumers prefer to stay updated on sales, offers, and coupons, alongside decades-old channels including websites, email and text/SMS.”
However, it is still early days. Given that this is a very new marketing strategy, an average of 19% of consumers report noticing retailers implementing offers and loyalty programs in their mobile wallets, but this percentage is expected to skyrocket.
So, you might be asking yourself, “what does mobile marketing involve?” and we’re here to answer that question:
This allows businesses to create various promotions or coupons and send them directly to a customer’s mobile wallet to give them a nudge or encourage them to purchase from your store or location the next time they’re looking to make a purchase. Once the coupon is added to the customer’s wallet, the business can share updates about it through notifications.
Mobile wallet marketing allows businesses to send notifications and coupons to customers based on their location. This is done via hyperlocal ad campaigns or sometimes even geo-fencing campaigns. When the customer enters the vicinity of the business, the wallet sends a notification to the customer’s phone with a coupon, and clicking this notification redirects straight to the mobile wallet.
Cashback offers have become increasingly popular over the past couple of years. This is attractive to customers because they receive a rebate of the retail price when they purchase using their mobile wallets. In addition, this is a great way to incentivize repeat purchases and brand loyalty.
Mobile wallets provide businesses with numerous notifications that they can schedule according to time, date, frequency, and other triggers like the customer’s purchase behavior. For example, notifications can be sent in a push notification, SMS, or in app-message. A lot of the time, the customer can manage the types of messages they wish to receive in the settings section, which helps ensure that they get to digest information in the way they choose to.
Now that you know how mobile wallet marketing works on a practical level, some of the benefits include:
Mobile-only experience: No need for printing or clipping coupons. Keeping the coupon digital and stored on the mobile device ensures it’s always accessible to the customer.
Right time and place: Because mobile wallet marketing can be geo-targeted, you can send reminder notifications about the coupons they have available when they’re within a set radius from that store. Research indicates that up to 63% of customers are likely to enter a store if they receive coupon expiration reminders when they’re nearby.
Real-time offer updates: Due to mobile wallet marketing being an entirely digital customer experience, businesses have the power to update promotions and offers in real-time by simply pushing updated offers straight to the customer’s wallet.
Personalization: Thanks to the highly detailed customer analytics with mobile wallet marketing, coupons can be targeted and personalized based on triggers such as previous products they’ve purchased, timestamps for when previous purchases were made, and more. This ensures that you’re delivered promotional offers for products that you know the customer already likes.
With more and more people using their mobile wallets, it creates a win-win between businesses and consumers. It gives customers access to the best deals while driving brand loyalty and repeat purchases.
Mobeo offers the ability for businesses to create scalable, personalized digital coupons that are seamlessly added to shoppers’ wallets, allowing for online-to-offline conversions, driving traffic in-store.
Talk to us today about how we can help boost your digital footprint.